The Woodard Report Podcast: Featuring Heather Satterley and Joe Woodard

On this episode of the Woodard Report podcast, Joe and Heather speak about the latest IRS leadership turnover and the growing shift in CPA licensure requirements, including Illinois’ move from the 150-hour to the 120-hour rule. They also share insights on how AI is reshaping opportunities in the profession, discuss the value of niching for accounting firms, and reflect on lessons from pop culture quotes. Referenced during the show: Current events — Billy Long out as IRS commissioner after less than two months Illinois signs new CPA pathways bill TV/Movie quote of the week — Heather mentioned The White Lotus, Season Three Joe mentioned 21 Excellent things we learned — Clients Demand Niche Know-How, and They’re Willing to Pay for It Member spotlight — Vicky D Henry, CPA Thrive Business Services The Woodard Report article of the week — Nailing Your Niche: Stop Taking Everyone as a Client Thank you to our show sponsor, Bill, your financial operations platform. Bill is the intelligent way to create and pay bills, send invoices, manage expenses, control budgets and access the credit your business needs to grow all in one platform. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode of the Woodard Report podcast, Joe speaks with Ed Kless about Threshold, the philosophy behind it, and why transformation is the next evolution for professional services. They explore the progression of economic value—from commodities to transformation—emphasizing that true change means guiding clients to become something new, not just delivering services. Ed explains how accountants and advisors can embrace this revelation to move beyond transactions, avoid burnout, and position themselves for lasting impact. Read the Threshold REVELATION at this link. About Ed Kless Ed Kless is the co-founder of Threshold, a professional community dedicated to reimagining the future of advisory services through transformation and philosophy. He is also the co-host of the long-running podcast The Soul of Enterprise, where he and Ron Baker explore topics at the intersection of business, economics, and human flourishing. With decades of experience in business strategy, software, and professional development, Ed has become a sought-after speaker and consultant for firms seeking to move beyond traditional service models. His work emphasizes guiding professionals to embrace transformation, align with higher principles, and create lasting impact for their clients. Learn more about Ed at: LinkedIn X (formerly Twitter) Facebook Thank you to our show sponsor, Bill, your financial operations platform. Bill is the intelligent way to create and pay bills, send invoices, manage expenses, control budgets and access the credit your business needs to grow all in one platform. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode of the Woodard Report podcast, Joe speaks with Ron Baker about the ethics of pricing and how lessons from airline yield management can apply to accounting practices. They explore the "good, bad, and ugly" sides of dynamic and AI-driven pricing, the distinction between price transparency and pricing transparency, and the importance of maintaining adaptive capacity to serve top clients. Drawing parallels to hotels' pricing integrity, they emphasize that firms should focus on delivering transformative outcomes rather than selling every available hour. About Ron Baker Ronald J. Baker started his CPA career in 1984 with KPMG’s Private Business Advisory Services in San Francisco. Today, he is the co-founder of Threshold—a professional firm operating in the transformation economy—and podcast co-host of The Soul of Enterprise: Business in the Transformation Economy. He is also the author of Time's Up!: The Subscription Business Model for Professional Firms  Learn more about Ron at: LinkedIn X (formerly Twitter) Thank you to our show sponsor, CorpNet! CorpNet is the trusted leader in business formation and compliance services, offering one of the best tools for accountants, CPAs and tax professionals nationwide. The CorpNet Partner Program, 10X your firm's revenue by helping clients form a business, register for payroll taxes, maintain compliance and more. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode of the Woodard Report podcast, Joe and Heather speak about the inspiring story of a former KPMG accountant who rescued over 165 people during catastrophic flooding in Texas, highlighting the human side of the profession. They also dive into Xero’s strategic $2.5 billion acquisition of Melio and what it signals for the future of accounting software ecosystems. Referenced during the show: Current events — KPMG Alum helps save 165 Texas flash flood victims Xero Acquires Melio for 2.5 billion dollars TV/Movie quote of the week — Heather mentioned Strange New Worlds Joe mentioned Foundation Excellent things we learned — Take the Guesswork out of Reasonable Compensation Ways we are using AI for work The Woodard Report article of the week — 10 Simple Productivity Tips for the Chronically Distracted Thank you to our show sponsor, CorpNet! CorpNet is the trusted leader in business formation and compliance services, offering one of the best tools for accountants, CPAs and tax professionals nationwide. The CorpNet Partner Program, 10X your firm's revenue by helping clients form a business, register for payroll taxes, maintain compliance and more. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode of the Woodard Report podcast, Heather speaks with Brittany Brown about the painful lessons and courageous decisions that transformed her fast-growing firm, Ledger Gurus. Brittany shares how rapid expansion masked deep inefficiencies, ultimately resulting in nearly $1 million in lost profit, and how embracing accountability, data-driven metrics, and tough cultural shifts helped reverse course. She also discusses her evolving leadership philosophy, her passion for team building, and her new mission to reshape CAS education through university partnerships. About Brittany Brown Brittany Brown is the Founder and CEO of LedgerGurus, an industry leading ecommerce accounting CAS and inventory practice. Learn more about Brittany at: LedgerGurus.com LinkedIn Thank you to our show sponsor, Brex! Brex accounting partners close clients books faster, earn rewards for referrals and attract new customers all on Brex. Brex's integrated platform provides numerous accounting automation benefits, which enable your accountants to focus on premium advisory services, help clients close the books faster and elevate the overall client experience. To become a Brex accounting firm, visit brex.com/partners/accounting to apply. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode, Joe Woodard continues his conversation from the stage at Scaling New Heights 2025 for the annual practice advancement breakfast address. He shares a heartfelt message on living with agency through autonomy, aspiration, accountability, and authenticity, weaving in personal stories and lessons from leaders like Andy Stanley and Stephen Covey. Through powerful examples he challenges listeners to embrace “agency,” defined as the capacity to act freely and intentionally, transcending barriers to shape impactful outcomes in both business and life. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode, Joe Woodard comes to us from the stage at Scaling New Heights 2025 for the annual practice advancement breakfast address. Joe reflects on the importance of realizing that our days are numbered in order to live with intention, balancing work and life while pursuing meaningful contributions. Through powerful examples—from Winston Churchill to Rudy—he challenges listeners to embrace “agency,” defined as the capacity to act freely and intentionally, transcending barriers to shape impactful outcomes in both business and life. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode Joe Woodard is interviewed by Matt Tate, CEO of Decimal, about how accounting and bookkeeping firm owners can scale past the “messy middle” and into million-dollar practices. Joe emphasizes defining an ideal client, building outcome-driven service offerings, and pricing based on value rather than effort. He breaks down the path to $1M as achievable with just 32 right-fit clients, and explains how process, tech, outsourcing, and mindset shifts—especially moving from technician to business owner—are key to scalable success. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode Heather speaks with Jennifer Wilson, Partner and Co-Founder of ConvergenceCoaching®, LLC, about the sweeping influence of private equity (PE) in the accounting profession and what it means for firm culture, leadership, and client relationships. Jennifer explains how PE’s drive for rapid growth and profit could clash with accounting's traditional values, which prioritize people and community alongside shareholders. They explore the challenges of integrating firms, managing change, and preserving trusted client relationships in an evolving landscape. About Jennifer WilsonJennifer Wilson is a nationally recognized accounting profession thought leader and speaker advocating for future leaders and driving firm innovation. You can connect with Jennifer at jen@convergencecoaching.com as well as on LinkedIn, Facebook, X/Twitter, and Instagram. Thank you to our show sponsor, Anchor! Anchor is the free-to-use and easy-to-trust platform reinventing how accounting firms handle proposals, invoices and payments, all for the same $5 per transaction since day one. Learn more about the show and our sponsors at Woodard.com/podcast

On this episode Joe and Heather speak about conquering the email inbox using the “Zero Inbox” lifestyle and how it transforms both productivity and peace of mind. Joe walks listeners through a practical, judgment-free system based on David Allen’s productivity method using the four D's—Delete, Delegate, Do, and Defer—while Heather shares real-world encouragement for anyone overwhelmed by digital clutter. Referenced during the show: David Allen says, "You can have a mind like water if you will place everything into a system that you trust and you check regularly that is prioritized and is on time horizons." Getting Things Done by David Allen (catch him at Scaling New Heights) TV and Movie Quote: Heather quoted Batman Begins Joe quoted The Matrix: Reloaded Book of the Week: Good to Great by Jim Collins Favorite Social Posts: Heather mentioned Erin Reese on LinkedIn Joe mentioned Brenda C. CPA on X/Twitter The Woodard Report Article of the Week: Transforming SOPs from a Burden to a Competitive Advantage by Brandy Jordan Thank you to our show sponsor, Canopy! Unclunk your firm with Canopy, the fully integrated practice management that helps accountants build the firm they always wanted. The suite includes client and document management, workflow, time and billing, engagements and proposals, and more. Check out GetCanopy.com. Learn more about the show and our sponsors at Woodard.com/podcast