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 May.

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.

SHOW NOTES

Segment one

Buck Henry was the screenwriter of The Graduate (among other things) and he hosted Saturday Night Live TEN TIMES. This is Joe’s 11th appearance. More information on Buck Henry at this link https://en.wikipedia.org/wiki/Buck_Henry
Here is the article by Joe on The Woodard Report called “My Daughter Went to a TurboTax Store and Here’s What Happened”. It’s a TRUE story. He sent his daughter into the flagship Intuit store in Manhattan. https://report.woodard.com/articles/my-daughter-went-to-a-turbotax-store-and-heres-what-happened-ocewr-fpwr
From Joe’s daughter after her first experience in the Manhattan TurboTax store: “Full service was $150, and you can pay it out of your refund if you want. I paid with a card.” More at this link https://report.woodard.com/articles/my-daughter-went-to-a-turbotax-store-and-heres-what-happened-ocewr-fpwr
The comments at the bottom of the article published on The Woodard Report are mostly positive — and available for public viewing. You can check them out here https://report.woodard.com/articles/my-daughter-went-to-a-turbotax-store-and-heres-what-happened-ocewr-fpwr

Segment two

Ron asked Joe about skim, penetration and neutral pricing with respect to his daughter’s trip to the Manhattan TurboTax store. Here is more info (in general) about these pricing methodologies https://www.culturehive.co.uk/wp-content/uploads/2020/10/Three-Approaches-to-Pricing-Strategy-1.pdf
The Profitability Breakthrough is a workshop for Accounting Firms coming up in May. Ron, Ed, AND Joe will be running the workshop. More information at this link https://thresholdnow.com/woodard
The combination of Ed, Ron, and Joe brings an extremely unique set of perspectives. Joe brings a 20 year ground game in working with individual practitioners and Ron + Ed have been doing pricing research since…….what…..the 1920s? :) The Profitability Breakthrough is a 3-day event in Las Vegas in May. More information here https://thresholdnow.com/woodard
“There’s nothing so practical as a good theory.” —Ron Baker as quoted by Ed Kless

Segment three

“Doctor’s don’t have scope creep.” —Ron Baker
Joe mentioned Client Advisory Services during the chat today. I don’t want to assume everyone understand this fully. Here is “4 reasons why CAS offers a compelling career path” from Jean Zick, CPA at this link https://www.journalofaccountancy.com/newsletters/academic-update/4-reasons-why-cas-offers-a-compelling-career-path/
“If you want to stay fiercely independent, join an alliance.” —Joe Woodard on how firms can stay independent while not offering an unnecessary grab bag of services to all customers
“What could I have saved them if I had been their tax advisor the last 2 years? That’s the key question.” —Joe Woodard

Segment four

“The SaaS Apocalypse Or The SaaS Evolution?” https://www.forbes.com/sites/jonmarkman/2026/02/17/the-saas-apocalypse-or-the-saas-evolution/
What are your thoughts on specialized AI tools for accountants? “The gap between reality and hype is closing. I would encourage everyone that’s listening here to please take a fresh look.” —Joe Woodard
A big THANK YOU to Joe Woodard for joining us today. Check out information about The Profitability Breakthrough, a workshop for accounting firms, at this link https://thresholdnow.com/woodard

Bonus Content is Available As Well

Did you know that each week after our live show, Ron and Ed take to the microphone for a bonus show? Typically, this bonus show is an extension of the live show topic (sometimes even with the same guest) and a few other pieces of news, current events, or things that have caught our attention.

Click the “FANATIC” image to learn more about pricing and member benefits.