For accountants in public practice, being exceptional with numbers isn’t enough in 2024.
Accountants are stepping into the spotlight as thought leaders, innovators, and trusted advisors. Jason Robinson, Director of Future Advisory and co-host of The Numbers Game Podcast, has mastered this shift.
With over 200 podcast episodes under his belt, collaborations with major brands like Xero, and a growing personal brand, Jason exemplifies why purpose and a podcast can redefine success for accountants.
The power of purpose: Finding your “Why”
Jason’s career is anchored in purpose. Beyond crunching numbers, his mission is to empower small business owners with the financial tools to make better decisions.
“Purpose shapes everything,” Jason shares. “It’s not just about attracting clients; it’s about making an impact.”
His work extends beyond Future Advisory, reaching listeners of his podcast who may never become clients but benefit from his insights. For Jason, this sense of purpose drives every blog post, podcast episode, and conversation.
Podcasting: The ultimate brand amplifier
When Jason launched The Numbers Game Podcast, his goal was simple: share valuable insights with a broader audience. What started as a side project turned into a cornerstone of his brand.
Podcasts offer accountants a unique platform to:
• Showcase expertise.
• Build trust and rapport with potential clients.
• Reach audiences far beyond their immediate network.
Jason recalls landing a $25,000 consulting deal from a cold listener referral.“Someone heard the podcast, shared it with a mate, and next thing I knew, I was on a call discussing a major project.”
Building raving fans: Quality over quantity
Contrary to what many believe, success in podcasting isn’t about millions of downloads. Jason focuses on creating high-quality, value-packed content for his dedicated listeners.
“Even if only 500 people tune in, I know they’re engaged and getting value,” Jason explains.
This mindset has helped Future Advisory cultivate loyal clients and create advocates who spread the word about his expertise.
Authenticity is key: Showcasing the human side
For many accountants, stepping into the spotlight is intimidating. Jason admits he battled imposter syndrome early on but quickly realised that authenticity wins.
“We’re all our own biggest critics,” he says. “But people want to connect with real, relatable individuals.”
By leaning into his strengths and staying true to his values, Jason’s personal brand resonates deeply with his audience.
Content creation made simple: Jason’s tips
One of Jason’s secrets is removing barriers to content creation. He outsources tasks like editing and posting, focusing his energy on generating ideas and recording episodes.
A tip he swears by: start with FAQs.“Every client question is an opportunity for content. Whether it’s a blog, podcast, or social post, you’re already answering the questions your audience has.”
Niching down: Speaking directly to your audience
Niching can feel restrictive, but for Jason, it’s a superpower. Future Advisory caters to e-commerce, retail, trades, and professional services. This focus allows the firm to deliver tailored solutions and marketing messages that resonate deeply with these industries.
“Specialising doesn’t limit you,” Jason says. “It refines your message and builds trust with your audience.”
Expanding your reach: From local to global
Jason’s work with brands like Xero and CPA Australia showcases the potential of personal branding. Through podcasts, events, and collaborations, he’s become a sought-after voice in the industry.
He advises accountants to network and share knowledge.“The more we uplift each other, the more we elevate the entire profession.”
Why every accountant needs a podcast and a purpose
Jason Robinson’s journey proves that accountants don’t just crunch numbers, they change lives. By finding purpose and embracing platforms like podcasting, you can amplify your impact and build a brand that inspires trust and loyalty.
So, what’s your purpose? Whether it’s starting a podcast, writing a blog, or sharing insights on social media, there’s no better time to begin than now.
As Jason says, “Done is better than perfect. Just start.”
Ready to redefine your accounting career? It’s time to find your voice and share your story.
