Startups usually focus on customer
acquisition, building their brand, and traditional marketing,
believing that thought leadership is something that would be
nice to have down the road —but not a must-have out of the
gate. Turns out, that's not the best way to forge a business.
Investing in thought leadership early can propel a brand to
great heights. To explore the concept, we’ve invited Jody Padar to
join us. Jody is known as "The
," and is one of the few CPAs that has built a
personal brand. She is currently the Head of Tax Strategy
and Evangelism at April
, a new
tax program going to market through banks.
We explore how Jody built The Radical CPA
starting 15 years ago when accounting, as a field, was going
through major changes. She felt the tools she needed were not
available, so she started blogging and writing to try to
understand the changes taking place. She quickly gained
a following that agreed with her thinking, accepting
her non-standard methods and innovative techniques. Plus, Jody
shares her difficulties with criticism, and how being open-minded
allowed her ideas to sharpen and grow.
Now that Jody is with April
, we learn how her
personal brand works to bring a deeper level of authority and
expertise to April,
defying all the
expectations of a startup. In addition, her high profile plays
well with potential investors, who trust Jody as the face of a
This is an excellent conversation that illuminates personal thought
leadership brands, and the power they can have when they
partner with new (or experienced!) organizations.
Three Key Takeaways:
• It is never too early to share your opinion, take a unique
stance, and start creating your own thought leadership.