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offers a business model based on outcomes

"In Down to 40 Hours, Geraldine dismantles the outdated notion of selling time and offers a business model that leverages outcome-driven strategies. Embrace this fresh perspective, and watch your firm transform from a mere service provider to a sought-after transformation architect. Instead of basing your offers on hours or tasks, focus on offering transformations that appeal to your clients. With this approach, your firm will exemplify true professionalism, where mastery begets meaningful results."

— Ron Baker, CPA

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masterclass on value-based pricing

“If you're an accounting leader who wants to solve the overworking crisis and build a more profitable, sustainable firm, "Down to 40 Hours" is a must-read. Geraldine Carter fearlessly confronts the root cause of our burnout epidemic - chronic underpricing - and delivers a masterclass on value-based pricing that will transform your business.”

— Blake Oliver, CPA

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a practical approach to developing a niche

“In my opinion, specificity has long been the path to freedom in firm-running. Geraldine has outlined a practical, easy-to-use approach to develop a niche whether it’s your first time drilling down, or just time for a re-think.”

— Jason Staats

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pricing tactics that work well

“Geraldine does a great job of turning difficult pricing theories that are hard to get your head around into simple, digestible concepts. Plus, I enjoyed reading about some of the popular pricing tactics that work well in today’s age. Well done, Geraldine!”

— Ryan Lazanis, CPA

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IF YOU'RE AN OVERWORKED CPA,
THIS BOOK WILL CHANGE YOUR LIFE

What if you could get your weekends back without giving up revenue? I know it probably sounds impossible, but in Down to 40 Hours, Geraldine Carter shows you exactly how to make this dream a reality. The parable of "the jammed-up restaurant" in part 4 was worth the price of the book, all on its own. So good!

— Jonathan Stark

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keep this book next to your ten key

"Geraldine's perspective is unparalleled in the accounting industry. Down to 40 Hours should sit right next to the ten key of every accountant who's branched out on their own."

— Erica Goode, CPA

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hard to put down

LOVE this book! Many of the business books I've read have been... a bit hard to get through. Geraldine's is almost hard to put down as she shares personal stories that show how her journey gave her the wisdom to write this book. For firm owners, it explains why the historical accounting firm model needs to be left behind and provides a roadmap for how to create YOUR firm based on what is important to YOU.

Most business books are written from the author's personal experience in the field - imagine having a consultant whose niche is accounting tell you what they believe is the best way to run your firm after having worked with hundreds (thousands?) of accounting firm owners. You have access to that consultant in the palm of your hand through this book! Geraldine explains how to approach so many of the core things an accounting firm owner needs to know and decide to make their firm uniquely THEIR firm.

— Kim Kelleher

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A clear guide to help CPAs transform their business

If you're a frazzled CPA that wants to figure out how to earn more in less time, this is a book for you. Geraldine Carter promotes value-based pricing - a method brought forward by Tom Nagle and Alan Weiss. She translates this framework in a way that's easy to understand. She also explains how to apply value-based strategies to common CPA challenges and misconceptions. The personal stories mixed in make the book an enjoyable read.

– Rae, from Amazon

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Read this book today, it will transform your life and show you a better path

As a seasoned CPA, I wish I had stumbled upon Geraldine's "Down to 40 Hours" four years ago when I embarked on this journey. In this insightful book, Geraldine offers a refreshing perspective on achieving a work-life balance in the demanding accounting field by showing you how to work smarter, not harder, while still achieving financial success.

This book is a beacon of hope for accountants who entered the profession with dreams of meaningful work and a balanced life, only to find themselves drowning in endless hours and diminishing returns. With "Down to 40 Hours," you'll discover a better way to structure your practice, unlock new revenue streams, and reclaim your personal time.

From the very first pages, Geraldine's empathetic tone resonates with those of us who have felt the weight of long hours and tight deadlines. She skillfully navigates through the intricacies of the profession, offering practical strategies and actionable advice to reclaim our time and sanity.

As I turned the pages of "Down to 40 Hours," I couldn't help but reflect on my own journey and the missed opportunities for balance along the way. Nevertheless, I'm grateful for the wealth of wisdom contained within these chapters, knowing that it will undoubtedly reshape the way I approach my work and life moving forward.

"Down to 40 Hours" is a must-read for CPAs at any stage of their careers. Whether you're just starting out or looking to optimize your existing practice, it provides the guidance and strategies you need to regain control of your career and your life. It's time to reimagine accounting as a profession that works better for both accountants and clients alike. Let this book be your guide as you take the leap towards a more fulfilling and sustainable future.

— Michael Warnick, from Amazon

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Building (or fixing) your accounting firm to fit the life YOU want

This book is chock-full of actionable, strategic advice for how to build the accounting practice that fits your vision. For me, building a solo tax practice as a side gig, Geraldine’s advice is crucial for helping me grow profitably and sustainably together with everything else in my life.

I need to read this book again (after tax season lol) with paper and pen so I can sketch out my vision for the business and plot the best course to get there. Down to 40 Hours walks through every step of that process.

If you, like I, have loved Geraldine’s email list or podcast or webinars, this is the compendium of her wisdom, humor, and good nature you want on your shelf.

— Steve, from Amazon

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Great book! Highly recommended for all accounting firm owners!

I would highly recommend this book to any tax and accounting firm owner that feels overworked, overwhelmed, and can’t seem to tame the beast that is their firm. Geraldine has years of experience coaching accountants. Luckily for us, she has taken all of that valuable knowledge and put it into this book. It's a short read; only a couple hundred pages long but it’s packed with high quality information. And it's delivered in such a way that makes the information easily digestible. You’ll find yourself walking away with new concepts and ideas that are practical and can be implemented in your business straight away.

Personally, one of my favorite things that she does in this book is that she makes a lot of really great analogies with other industries and various life situations which I find helps with two things. 1) It opens your mind and helps you see things in a way that you probably didn’t before. 2) It makes her point more relatable and more easily understood.

For those of you that are unfamiliar with the author, I would also highly recommend listening to her podcast (Business Strategies for CPAs). She offers a mastermind program as well if you're ready to take that next step with your business. But if all you do is read this book, you'll still walk away with high value content and you'll find that you're able to unlock value in your firm that you didn't even know existed before. You won’t be disappointed.

— Cory, from Amazon

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She Hit This One Out of the Park

Geraldine Carter totally knocked it out of the park with this one. I'm a big fan of her podcast "Business Strategies for CPAs," and let me tell you, this book is like a treasure chest of her best advice, all neatly packed in one place.

What's really cool is how easy it is to read, and it's just bursting with actionable ideas. Seriously, every page is like a goldmine of tips waiting for you to try out. Looking back, I really wish I had this book when I was starting out. It would've saved me so much time and frustration.

If you're in the CPA game or thinking about jumping in, trust me, you need this book on your shelf. It's not just a game-changer; it's your roadmap to success in the today's accounting world!

— Catherine, from Amazon

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Packed with Practical Advice and Actionable Steps!

I've read so many business books that rave about producing results. I click add to cart all excited only to discover that the pages are filled with concepts and theories. Things you 'should' do to improve, grow, etc, but no advice on how to actually DO those things. This book is DIFFERENT!

The structure is very easy to follow and it's JAM PACKED with advice and run down of how to implement.

Geraldine has a knack for taking topics that feel massive and breaking them down into pieces to eliminate overwhelm. If you run a bookkeeping or accounting practice and need to make changes to reduce your work time, improve profitable or just want to see what's working for others and what you might be missing, this is the book for you!

— C Lee, from Amazon

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A great read for CPAs who need relief from overwork

This book is a must-read for any CPA owner. After reading it, I am thinking differently about my business model. "Down to 40 Hours" has provided me with the steps to take toward building a firm that works for me.
The book takes you on a practical journey of rethinking your firm while providing realistic and actionable steps. I had to stop myself from highlighting the entire book because there's so much to learn from it.

It's one of the best accounting books I've read. It's engaging and a very easy read; I read it during tax season. The best part is that within just a few weeks, I have already been able to apply some of its concepts at my firm.

— Belita B, from Amazon

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Excellent guidance on how to reduce the self-inflicted stress of owning an accounting practice

Must read for those who are interested in starting their own accounting practice. Geraldine has identified what happens when firm owners constantly say yes to everyone; frustration, long hours, low pay, and burn out. As a firm owner I have experienced all of this. I wish this resource had been available when I started. A proper plan in the beginning would have saved countless hours each week. I've been listening to Geraldine's Business Strategy for CPA's podcast and implementing her wisdom into my practice. This book is a great summary of her guidance, aiding me to "work less without losing a dime".

— Lon, from Amazon

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Delivers on her promise

If you’re an accounting practitioner looking for a way to get off the hamster wheel, you will devour this book. Geraldine is a master at using real client stories, analogies and a proven framework to help you move towards the goals you thought you couldn’t have: sane hours, work you enjoy and a client base that appreciates what you do for them. Geraldine provides the tactical steps you need to reshape your business from the inside out - fully delivering on her promise of Down to 40 Hours.

— Shana H Cooper, from Amazon

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Practical, actionable advice for accountants (and other expertise businesses)

This book is filled with actionable, practical advice, with little of the fluff associated with many business books.

Carter covers how to turn high-volume production work into an expertise-based business through positioning, pricing, offer structure, and marketing. Instead of having to wade through advice geared towards other types of small businesses, it's directly tailored to accountants and other financial service professionals. Highly recommended.

— Jessica, from Amazon

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Actionable items to change your practice

I’ve been a follower of Geraldine’s for a few years now. If you are looking for actionable steps on transforming your accounting or bookkeeping business you need to read this. It’s helped me think about the practice I actual want and how best to provide VALUE to my clients.

— Alana Jain, from Amazon

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practicAL, STRATEGIC ADVISE

If you are a tax preparation focused professional, you need to read and act upon this book. Not much fluff or mindless reading here. The book gives you steps to take and questions to answer to build your business in a way that makes life better. I'd highly recommend this book to any tax professional considering improving themselves, value for their clients and their business.

— KG, from Amazon

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Very Thorough Guide

Geraldine does an excellent discussing all of the important areas to building a quality firm...one that gives you life and not suck the life out of you. It's well written, and also gives you a framework so to speak to map out your service/deliverables strategy, pricing strategy, etc. Highly recommend. In fact, it's already proving to be a good reference to revisit when I want to rethink one specific aspect of my firm and strategy. A nice playbook.

— Kenneth, from Amazon

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You really can get down to 40 hours

As a CPA owner who's struggled with overworking, this book is full of concrete actionable ideas to help you re-think the way we were taught to have a tax practice. Highly recommend you give this book a read.

— Minnie L, from Amazon

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NO BRAINER

I’ve been following Geraldine for years. I was excited when I heard she was writing a book, and she didn’t disappoint! Practical advice, targeted to small firm owners with actionable steps. Exactly what I was looking for!

— Boss Advisors, from Amazon

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Work Smarter, Not Harder: An Accountant's Guide to Streamlining

As an accountant, I used to make the mistake of overlooking the simple solutions to client problems. I assumed they'd already explored those options and were seeking something more complex. This led to countless hours wasted researching elaborate tax strategies. Often, when I finally presented these complex solutions, clients were surprised! They simply hadn't been aware of the simpler, more straightforward options available.

Geraldine's book, 'Down to 40 Hours,' was a game-changer. It helped me understand the immense value in prioritizing conversations with clients early on. By having these discussions upfront, I can ensure clients are aware of all their options, including the simpler solutions that might be a perfect fit.

'Down to 40 Hours' also introduced a powerful image: revenue as the shadow cast by a tall pile of value. Just because I offer the same effective tax strategy to multiple clients doesn't diminish its value. In fact, it allows me to efficiently deliver that value to more people.

If you're an accountant feeling overwhelmed by complex problem-solving, I urge you to pick up 'Down to 40 Hours.' Geraldine's insights helped me streamline my practice, improve client communication, and ultimately, free up valuable time. It's a must-read for anyone looking to work smarter, not harder."

— FeFiFoFum, from Amazon

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If you’re a CPA who wants to improve their practice

If you’re a CPA who wants to improve their practice “Down to 40 Hours” is for you. Not only does Geraldine share with you the effective mindset, but also the practical steps to get you out of the “grind”.

She succinctly discusses the topics of understanding value, finding your niche, defining your products, pricing effectively, and so many more.

But don’t just read this treasure trove! Put it into action. If you do you’ll find what you’ve wanted all along.

— Amazon Customer

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This book is applicable for all professional service firms

As an architect providing advisory services to design professionals (I am not a CPA), I found Geraldine’s book highly applicable to my field. Substitute ‘professional service firm’ every time ‘CPA’ is mentioned, and 'Down to 40 Hours' still resonates. The book is well written, concise, and to the point. Any professional service firm leader, not just CPA's, will benefit from Geraldine’s sage advice.

— Rick J. Linley, from Amazon