For the eleventh time (because apparently we’re not done yet), Ron and Ed welcome back Joe Woodard to talk about The Profitability Breakthrough, the live workshop they’ll be leading together in June.

This episode goes beyond theory and into architecture. What actually drives profitability in an accounting firm? Is it pricing? Positioning? Capacity? Client selection? Or is it the uncomfortable truth that most firms are solving the wrong problem entirely?

Joe unpacks the core ideas behind the workshop — why incremental tweaks won’t move the needle, how firms get trapped in activity instead of outcomes, and what it takes to engineer a genuine breakthrough rather than another marginal improvement.

If you’ve ever wondered whether profitability is a math problem or a mindset problem, this conversation might make you slightly uncomfortable — which is usually where the good stuff starts.

Join us every Friday at 3pm ET / 12pm PT

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The Soul of Enterprise show hosts, Ron Baker and Ed Kless, are on X (the artist formerly known as Twitter) at @ronaldbaker and @edkless, respectively (and obviously).