Failure isn’t a word you’d usually associate with success, especially for accountants and bookkeepers, where precision and consistency are paramount.
But Rachel Harris, founder of StriveX and Accountant She, sees failure as a critical component of growth.
“We’re KPI’d to fail,” she says, explaining her unique approach to team management.
At her firm, failure isn’t a sign of incompetence - it’s a badge of honour, a catalyst for innovation, and a path to authentic engagement.
Rachel’s “fail fast” strategy, specifically aimed at her marketing team and focused on building her brand, has helped her team at Accountant She evolve in an industry that’s often resistant to change.
In this blog, we’ll explore Rachel’s progressive approach to failure, why she believes it’s essential, and how it’s enabled her firm to grow and thrive.
Rachel recently sat down with Chad Barnier on the Statement Brand podcast to discuss her approach to scaling her firm and personal branding. This blog is just one thread of that conversation. Want more?
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Why Rachel values failure in a traditionally risk-averse industry
The accounting world is built on a foundation of accuracy, caution, and minimising risk, which makes the idea of embracing failure seem counterintuitive.
In traditional firms, the focus is on precision and consistency, but Rachel’s approach challenges this mindset.
For her, avoiding failure at all costs can lead to stagnation, especially when it comes to creating content and building a brand.
Rachel believes that growth requires experimentation and that failure is simply part of the process.
“If you’re too scared to post, you’ll never learn the algorithm,”
she explains, highlighting how this principle applies to her firm’s social media strategy. By letting her team try new ideas without fear, Rachel ensures they’re constantly learning what works and what doesn’t.
How the “fail fast” approach drives innovation at Accountant She
One of Rachel’s key innovations is her “fail fast” approach, which allows her team to test new ideas quickly.
She dedicates 20% of her marketing executive’s time specifically to “fail time”
- A designated period where her team can experiment with new content formats, messaging, and strategies.
This is a bold move for anyone in business, but especially in accounting, where the focus is often on avoiding mistakes at all costs. By deliberately setting aside time for potential failure, Rachel is challenging the industry's traditional mindset and paving the way for real innovation.
This intentional structure gives her team the freedom to try bold ideas and learn from them.
“The algorithm changes all the time. If you’re too scared to post, you’ll never figure it out,”
With her fail-fast strategy, Accountant She can adapt rapidly to shifts in social media trends and algorithms. Rather than relying on static tactics, her team is continually innovating, ensuring the content remains relevant and engaging.
Structured failure time has also created a culture of experimentation, where insights from each attempt, whether successful or not, inform the next.
This means her team builds on its wins and quickly discards what doesn’t resonate with their audience.
Measuring success without relying on vanity metrics
Social media engagement is often measured in likes, shares, and follower counts, but Rachel stresses the importance of looking beyond vanity metrics.
For her, true success lies in the impact her content has on her business, not in superficial engagement numbers.
Rachel’s KPIs focus on outcomes that matter, like client recruitment, team engagement, and long-term brand loyalty. Rather than optimising for quick hits, she’s focused on meaningful metrics that drive sustainable growth.
This value-first approach pays off.
“There are people who consumed my content four years ago who are now inquiring to be clients. They say, 'I've been following your journey for years and had working with you on my vision board. I've been saving up to work with you as an accountant.”
she says, underscoring that her brand’s authenticity attracts committed clients.
By building genuine engagement rather than chasing quick wins, Rachel has turned her content strategy into a powerful tool for both client and employee recruitment, proving that long-term growth isn’t about going viral, it’s about cultivating trust.
"I have members of staff who manifested to work at our firm in an industry where people cannot hire and retain incredible talent. Our employee waiting list has a 100% retention rate - people who join the waiting list stay, and no one leaves. If you think nobody is looking, it's like planting a seed, staring at the mud and thinking nothing is happening. It is happening, you just can't see it. So do not lean into vanity metrics.”
Building brand loyalty by embracing authenticity
For Rachel, building a loyal client base isn’t just about showcasing accounting expertise; it’s about being relatable, accessible, and authentic.
Her brand, Accountant She, leverages humour, pop culture references, and trending memes to connect with her audience in a fresh, engaging way.
“Memes are one of the best ways to get people to share content,”
Using relatable, often humorous posts, she’s able to reach a wider audience, breaking down the stereotype that accountants are stiff or overly serious. By bringing lightheartedness into her content, Rachel shows clients that her firm understands their world - a world that increasingly values connection over corporate polish.
The result is a brand that feels personal and accessible, making Accountant She more attractive to potential clients who appreciate this fresh, authentic approach.
Rachel’s tips for creating a “fail fast” culture in your own firm
Rachel’s “fail fast” approach might sound unconventional, but it’s one that any firm can implement to foster creativity and resilience. Here are her top tips for creating a culture of innovation:
• Encourage experimentation: Rachel advises setting aside time for team members to test new ideas, especially in content creation. Having structured time for experimentation empowers the team to take risks without fear.
• Don’t be afraid to fail: Rachel emphasises that not every attempt will succeed, but every failure offers insights. Building a culture that embraces mistakes as part of the learning process can help teams find creative solutions faster.
• Avoid over-optimisation: Rachel’s advice for accountants: don’t get bogged down in perfectionism. Instead of aiming for the perfect post or email, focus on providing authentic value to clients.
Embracing failure as a path to success
Rachel Harris’s progressive approach to failure and authenticity demonstrates that sometimes the best way to succeed is to let go of perfection.
Her “fail fast” strategy has enabled Accountant She to become a leader in the industry, attracting both clients and top talent by building trust and creating a culture where innovation thrives.
For accountants and firm owners considering a similar approach, Rachel’s story is a reminder that failure can be an incredibly valuable tool. By viewing failure as a learning opportunity, firms can create environments where creativity, authenticity, and resilience are celebrated, ultimately setting them apart in a crowded market.
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