Brian Lang: The Right Clients Matter More Than Revenue | It's Not Just the Numbers

Tough client calls, tax planning, and better leadership turned hard knocks into growth.

It's Not Just the Numbers
With Penny Breslin and Damien Greathead
For CPA Trendlines

When Lang launched Upside CFO, he didn’t set out with a grand blueprint. “If we’re being honest, we started off with simple bookkeeping,” he says. Over time, his firm evolved into a multi-faceted practice offering fractional CFO services, tax planning, and even financial planning partnerships. Along the way, he admits to trial and error. “Sometimes I do smart stuff. Sometimes I don’t,” Lang laughs.

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Yet from that messy middle came clarity: the future of advisory services lies in translating numbers into strategy, choosing the right clients, and building processes that can scale without sacrificing value.