The Dirt
The Dirt
Jun 21, 2022
15. Nail Your Niche and Grow Your Business by Growing Yourself First, with Brooke Evans
Play • 35 min

As CFO Alliance’s Brooke Evans points out, be conscientious of your cashflow  because of the state of the economy right now. Prepare for changes that could happen tomorrow by having a strategy around your cash flow forecast today. Having your exit strategy top of mind allows you to be ready if/when an exit opportunity presents itself. . 

The finance function of a business is not one-size-fits-all. Founders can be slow to open up their books because of their perception that they have to “have it all figured out.” Push past that psychological complex, and be an empowering leader that calls out the warts, rather than the one with a white-knuckled grip on control. 

Last, learn to say no to things that aren’t in your strategic wheelhouse and nail your niche.  Learning the financial levers you can pull to execute your strategy is a valuable tool in the founder toolkit. As you prepare through financial and strategic planning, you set the precedent for success. 

3 Key Takeaways

  • Finance, like every other function in a business, is not a one-person show. Plan accordingly…
  • Founders don’t give enough thought to the impact of their personal development on the growth of the company; take time for personal and spiritual growth. 
  • Your cash flow forecast is integral to your strategy. Prepare as if a recession will happen tomorrow, and you’ll find yourself well-equipped to either weather storms or accelerate opportunities. 


Brooke Evans' LinkedIn

CFO Alliance Website


Brooke Evans lives and breathes strategic accounting and finance. Her passion for helping innovative founders scale their finance functions is unmatched in the market. Based in Tampa, FL, she founded CFO Alliance in 2008 -an outsourced CFO + strategic accounting firm who specialize in transformation through accounting, strategic finance, business process improvement, and mergers & acquisitions. 

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