Relax - no dancing reels required.

Future clients aren’t looking for influencers. They’re looking for reassurance - and evidence of humans.

For decades, accounting firms built trust offline - through:

• Word-of-mouth (ambient trust)

• Referrals (reputational trust + action)

• Long-standing relationships (embedded trust that transcends generations)

Social media hasn’t replaced these, it’s simply made the signals of trust more visible.

But it’s a bit like that line from The Castle: 

“Steve, could you move the Camira? I need to get the Torana out so I can get to the Commodore.” 
“I’ll have to get the keys to the Cortina if I’m gonna move that Camira.” 

That’s how business transformation often feels. 

You start by thinking you need a new logo… and suddenly you’re uncovering pricing problems, outdated services, leadership friction, and a business model that no longer matches the ambition. 

A calm, measured response that reinforces ethics does more for your credibility than another five-star testimonial.

…. The reply isn’t for the reviewer. It’s for everyone else reading.

The Too Hard Basket (THB) is filled with tomorrow’s problems that we “don’t yet know how to start”, that feel “too disruptive this quarter”, or are inconveniently “chicken and egg” with that other thing….

These THB ideas don’t present like IRD deadlines (there’s no penalty notice). Just friction, small compromises, deferred decisions, and postponed conversations.

Until the gap between ambition and execution quietly widens and the tensions compound. Then, you find yourself having the same conversation - with more urgency.