Before I get started I just wanted to mention that if you haven’t downloaded The Smarter Accountant’s Cheat Sheet For Better Time Management, you’re missing out.

See if you can relate to any of these typical issues: Never having enough time, things taking way longer than planned, procrastinating even when you know better, not knowing what to focus on first, never feeling done at the end of the day, getting interrupted all day long or your inbox is controlling your day.

If any of those resonate with you, I suggest downloading the cheat sheet because for each issue, I give you the Smarter Solution – what to do and why.  You can simply download the cheat sheet at https://thesmarteraccountant.com/cheat-sheet/

Do you ever get excited about a goal, only to feel stuck a few weeks later? You start off with the best of intentions, but something always seems to get in the way. One minute you’re motivated, and the next, you’re wondering why you ever thought this would work.

It might be a business goal, something for your health, or even just trying to work fewer hours. Whatever it is, it probably started with a strong feeling—like this is the time you’re finally going to figure it out. But then… life happens, and you’re right back where you started.

Maybe you’ve even told yourself things like, “I’m just not great at follow-through,” or “It’s too hard with everything else I have going on.” Believe me, I get it. When you’re already busy, trying to hit a goal can feel like one more thing on a never-ending list.

I used to think reaching a goal was all about having the perfect plan. You know, the one where you map everything out, color-code it, and tell yourself this time will be different. But then you miss a day, or you get behind, and suddenly, it feels like you’ve failed again.

It’s frustrating, isn’t it? You’re smart. You’re capable. You work hard. So why does getting from “I want to do this” to “I actually did it” feel so tricky?

The truth is, most of us were never taught how to really stick with a goal. We think it should come naturally. But in real life, it doesn’t always work that way.

We’ve got plenty of advice on how to set a goal, but not how to guarantee we’ll follow through no matter what.

The truth is, sometimes it’s not about trying harder—it’s about trying smarter. It’s about knowing how your brain works, what makes you quit, and what helps you keep going when things get messy. And yes, they always get messy.

Imagine what would be possible if you could set a goal and actually know you were going to follow through. Not just hope or wish—but truly believe you had what it takes to make it happen, even on the hard days.

What would that kind of certainty feel like? And what would it change in your work, your time, or even your confidence?

That’s what this is really about. Not just making goals—but knowing how to reach them, no matter what. If you’ve ever wondered why some goals stick and others slip away, you’re not alone. Let’s start by looking at what might really be getting in the way.

Why Most Goals Don’t Work for Accountants

A lot of accountants set goals. But most of those goals never actually go anywhere. They stay stuck in the “someday” category.

You might say, “I want to make more money,” or “I want better work-life balance,” or “I want to stop working weekends.” And those are good goals—but they’re also too fuzzy.

When goals are too vague, your brain doesn’t know what to do with them. It’s like giving directions without a real destination. You’ll stay busy, but you won’t move forward.

The truth is, a goal without a clear plan is just a wish. And when things get busy, wishes are the first thing to go.

This is where most accountants get stuck. Not because they don’t care, and not because they’re not capable. But because they haven’t been taught how to turn goals into something that actually works.

And without a simple way to follow through, even the best goals get lost in the day-to-day.

So if you’ve ever felt like you’re always setting goals but never quite getting there, you’re not the only one. And there’s a reason for that.

Let’s look at why that’s such a big problem by exploring the hidden cost of unfinished goals.

The Hidden Cost of Unfinished Goals

Every time you set a goal and don’t follow through, something happens that’s easy to miss—you start to lose trust in yourself.

At first, it might just feel like disappointment. But over time, it turns into doubt. You start thinking maybe you’re not disciplined enough, or maybe you just don’t have what it takes.

And when those thoughts take root, they quietly affect everything. You procrastinate more. You overwork to make up for lost time. And you start to feel stuck—like this is just how things are.

Even if you have good intentions, your brain remembers the times you didn’t follow through. So the next time you set a goal, it quietly whispers, “Why bother?”

That’s how the cycle builds. The more often it happens, the harder it is to break. And before you know it, goals start to feel like something other people achieve—but not you.

But here’s the thing: it’s not that you’re not capable. It’s that your brain is working against you—and you might not even realize it.

Let’s take a closer look at why your brain makes following through feel harder than it should.

Why Your Brain Fights Your Goals

You might think the problem is willpower. But the truth is, your brain is wired to avoid most of what goals require.

Your brain’s main job is to keep you safe and comfortable. That means it prefers what’s familiar—even if that familiar is stress, overworking, or burnout.

When you set a goal, it usually requires doing things that feel new or uncertain. And your primitive brain doesn’t like that. It wants quick wins, not long-term effort.

This is why things like checking email or helping someone last minute feel easier than sticking to your goal. They give your brain that quick reward, while your goal feels far away.

Another part of your brain, the Reticular Activating System (RAS), decides what to focus on based on what seems important. If your goal isn’t clear, your RAS doesn’t know what to look for—so it gets distracted by everything else.

Then there’s something called loss aversion. Your brain naturally fears losing something—like time, status, or approval. So instead of taking bold action, it quietly nudges you to play it safe and do nothing.

The result is that you stay stuck in a cycle of busy work, vague plans, and goals that never really get moving.  But once you understand how your brain works, you can use it to your advantage.

Let’s talk about what smarter accountants do differently when it comes to setting and reaching their goals.

What Smarter Accountants Do Differently

Some accountants actually reach their goals—and it’s not because they’re more motivated or have more hours in the day. It’s because they follow a simple process that actually works.

Let me share the 4 step process that I’ve used and that I work with my coaching clients on:

Step #1 – Define the goal clearly and understand why you want to achieve the goal.

Most goals are way too vague. Your brain needs something specific to focus on.

So instead of saying, “I want to grow my business,” you’d say, “I want to sign 3 new monthly clients by September 30.”

Instead of, “I want to work less,” it becomes, “I want to stop working after 6pm at least three nights a week.”

Instead of, “I need better boundaries,” you say, “I’ll only check email at 10am and 3pm.”

When your goal is clear like that, your brain can finally get to work helping you.

But there’s one more piece that’s just as important—you need to know why this goal matters to you.

Having a strong “why” gives your brain a reason to keep going when things get hard or uncomfortable.

I always recommend coming up with three compelling reasons why you want to reach this goal. Not just surface-level stuff like, “It would be nice.” Real reasons.

• Maybe it’s so you can stop working weekends and finally enjoy time with your family.
  
• Maybe it’s because you want to feel more confident raising your rates.
  
• Maybe it’s because you’re tired of feeling stuck and you’re ready for something better.

Whatever it is, write it down. When you start to waver—and you probably will—you can come back to those reasons and remind yourself why this matters.

A clear goal plus a clear why is how you set yourself up for success from the very beginning.

Step #2 – List every possible obstacle.

Don’t skip this part. Most people do, and that’s when they get tripped up later.

Think about what’s likely to get in your way. And be honest.  I suggest coming up with at least 5 obstacles that have either gotten in the way in the past or that you anticipate will get in the way in the future:

• Maybe you tend to procrastinate when you’re overwhelmed.
  
• Maybe you say yes too quickly and then regret it later.
  
• Maybe you’re afraid to raise your rates, or you think clients will get upset if you push back.
  
• Maybe you’re just short on time and your calendar’s already packed.

Whatever it is—write it down. No filtering. No judging.

Step #3 – Come up with a strategy for each obstacle.

This is where things start to shift. And here’s the trick: almost every obstacle falls into one of three buckets. It’s either something you need to do, something you need to learn, or something you need to get coached on.

For example:

• Obstacle: “I never have time.” → The solution might be to do a quick calendar audit and cut one low-value task a day.
  
• Obstacle: “I don’t know how to market my services.” → The solution might be to block off an hour to study how other accountants do it.
  
• Obstacle: “I feel guilty saying no.” → The solution here is coaching—because that guilt isn’t going to go away just by reading another book.

Here’s a quick warning about the “learn” category: it’s very easy to use learning as a crutch instead of a tool. I see this all the time with accountants. They sign up for another CPE course, download another webinar, and feel like they’re making progress—when really, they’re just avoiding action.

Learning has its place. But if you’re always collecting information and never using it, that’s passive action—not real progress. Be honest with yourself about whether you really need to learn something—or if you’re just stalling.

And when it comes to coaching, here’s the truth: your brain will not be on board with a lot of the strategies and actions you’ll need to take to reach your goal. That’s normal. Your brain is wired to resist change.

That’s why coaching is so important. It helps you deal with the mind drama, the self-doubt, the fear, the excuses—everything that bubbles up the minute you try to do something new. Coaching helps you stop spinning and start moving forward, even when it feels uncomfortable.

So yes, you’ll need some actions. Maybe a little learning. But chances are, you’ll need more coaching than you realize—because without managing your mind, even the best plan won’t go very far.

Step #4 – Schedule and follow through.

With this last step, it’s not just scheduling and following through on the task—Smarter Accountants also schedule the feeling they need to follow through.

This part is key, and it’s something most accountants completely overlook. We think we just need more discipline. But what we really need is to feel a certain way on purpose—focused, determined, committed, even calm.

So when you’re planning your week, don’t just write down the task like, “Work on pricing proposal at 2pm.” Ask yourself, “How do I need to feel in order to do that?” Then write that in, too.

For example, maybe you write: “2pm – Work on pricing proposal (feeling: confident).”

That way, when the time comes, you’re not waiting for the right mood to magically show up. You’ve already decided how you need to feel—and your job is to create that feeling before you begin.

You might do that by choosing a helpful thought like, “I know my value,” or “This doesn’t have to be perfect, it just needs to get done.”

Smarter Accountants don’t leave follow-through up to chance. They plan for resistance. They expect to not feel like doing the thing—and they still show up for it, because they’ve already decided how they want to feel going in.

And yes, sometimes things come up. But they don’t cancel just because something’s uncomfortable or inconvenient. They only adjust when there’s a real reason—not because they’re tired or unsure or nervous.

This step is the difference between hoping you’ll follow through… and knowing you will.

Now, let me show you how one of my clients used this process—and what happened when she made that emotional piece part of her plan.

Becoming a Smarter Accountant: Successfully Achieving Her Goal

I once worked with a client who came to me feeling completely stuck. She told me, “I just want to grow my business.” That was her goal—but she had no idea what that actually meant or where to start.

She kept trying different things. Posting on social media here and there. Tweaking her website. Thinking about networking. But nothing really changed. She felt like she was always busy, but not getting anywhere.

During one of our sessions, I asked her to get specific. What exactly did she want? That’s when she set a clear goal: sign 3 new advisory clients in 90 days. Now we had something to work with.

Then I asked her why this goal mattered. Why 3 advisory clients? Why now? At first, she paused, but then it clicked—she was tired of relying only on tax season income. She wanted more stability, more control, and more time to actually breathe. That became her “why.”

We wrote down three solid reasons she wanted to reach this goal, and she kept them where she could see them. So anytime she felt doubt creeping in, she had a reminder of why this mattered to her—and that helped her stay grounded when things felt hard or uncomfortable.

From there, we listed out every possible obstacle that might get in her way. Fear of rejection. Not knowing what to say on a sales call. Worry that her pricing was too high. Feeling like there wasn’t enough time. We wrote it all down—no editing, no judgment.

Then we went through each obstacle and came up with a simple strategy. Some things she needed to do, like block out time for outreach. Some things she needed to learn, like how to talk about her offer in a way that felt natural. And some things she needed to get coached on, like the fear of seeming “pushy.”

She didn’t try to feel motivated every day. She followed the plan we put on her calendar. She picked the emotion she wanted to feel before each action—things like focused, brave, or calm—and practiced generating that feeling on purpose.

And the best part was that she successfully reached her goal in an easier way than she had ever tried before.

Three new advisory clients in 90 days. But more than that, she felt in control. She wasn’t spinning anymore. She was moving forward.

What changed wasn’t just the goal—it was the way she approached it. That’s what made her a Smarter Accountant.

Now that we’ve seen what’s possible, let’s wrap up with the biggest takeaway from today’s episode—and a question for you to think about.

Key Takeaway and Action Item

The smartest accountants don’t just set goals and cross their fingers. They make success feel possible—because they take their brain into account from the very beginning.

They get clear on exactly what they want. They expect obstacles to show up. And instead of giving up or getting stuck, they create a plan for how to move through them.

They don’t rely on motivation or wait for the “right time.” They rely on the decisions they’ve already made—and they trust themselves to follow through.

That’s what separates spinning in circles from steady progress.

Now it’s your turn to check in with yourself.

This week, ask yourself, “What’s one goal I’ve been putting off because I didn’t believe I could actually achieve it—and what’s one obstacle I could solve for today?”

Don’t try to figure out the whole path. Just look for one thing you can make easier right now. That one shift could be the start of something bigger than you realize.

The bottom line is that reaching your goals doesn’t have to feel like a constant uphill battle. Once you understand how your brain works and start planning with that in mind, things get so much easier. You stop second-guessing yourself, you stop spinning, and you finally start seeing real progress—even when life feels busy or unpredictable.

You’re already capable of more than you think. And when you follow a process that works with your brain, not against it, success becomes something you can count on—not just hope for. 

Whatever goal has been sitting on the back burner, now is a great time to bring it forward and give yourself the tools to actually follow through.

Pulling Back the Curtain

Pulling back the curtain for a minute…

When I decided to write and publish my book, The Smarter Accountant, I gave myself one year to get it done and have it delivered by Amazon to my mailbox. That might sound like a solid plan, but at the time, I had no experience in publishing—and a lot of doubts. 

I was working as a CPA, taking an advanced coaching course, doing a different weekly podcast, coaching accountant entrepreneurs.  I had no idea where to start, and part of me wondered if I could actually pull it off.

But I used the exact four-step process I shared with you today. I got clear on the goal: finish and publish the book by July 31, 2022. 

I listed every obstacle I could think of—finding the time to write, imposter syndrome, learning the publishing process, fear of putting myself out there—and then I made a plan for each one.

Some things I needed to learn, like how self-publishing works. Some things I needed to do, like block out writing time on my calendar. And some things, like the fear of not being good enough, I had to get coached on more than once. 

I didn’t wait to feel motivated. I picked the feelings I wanted to have—committed and determined—and I practiced that feeling every time I sat down to write.

And let me tell you, the book didn’t get written because I was super inspired every day. It got written because I followed through on a plan, even when I didn’t feel like it. That’s how it works. Not with perfect conditions, but with consistent decisions.

I’m happy to say that the book was delivered to my mailbox by Amazon two days earlier than my goal and I literally cried as I held it in my hand.  I guaranteed success by following the steps I shared with you but also by managing the heck out of my brain along the way.

So whether your goal is big like writing a book or simple like reclaiming your evenings, I want you to know it’s possible. And you don’t have to do it alone.

If you haven’t already, take The Smarter Accountant Quiz at www.thesmarteraccountant.com. It’ll help you see where your current habits might be working against you.

And if you’re ready to stop spinning and start moving forward, schedule your free 30-minute call with me at www.thesmarteraccountant.com/calendar. I’ll help you figure out your next best step.

And if this episode gave you something to think about, share it with another accountant who might need to hear it. The more of us who learn to work with our brains, the better this profession gets for everyone.

The truth is, you’re already smart. But this podcast will show you how to be smarter.