WINNING STRATEGY: The modern accountant’s guide to growing a valuable and scalable firm

A 2-day workshop for Accountants & Advisors | PARADOX Masterclass

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Steph Hinds

“We’ve doubled our revenue five years in a row now thanks to PARADOX’s guidance in strategy.”

Steph Hinds — Growthwise - Xero Accounting Partner of the Year 2012

Accountants & Advisors: Learn precisely how to create a WINNING STRATEGY for your firm 

  • Are you struggling to make your firm stand out in the market?
  • Do you wonder how the award-winning ‘rockstar’ firms get so much attention?
  • Do you attract price-sensitive clients who are not interested in your advisory services?
  • Do you ever wonder what the missing link is in doing more value-add advisory work?
  • Is referral the only way your firm gets new clients? (You’ll learn why this is not good)
  • Do you wonder whether your website is actually effective in helping grow your firm?
  • Do you tend to accept most prospective clients, even when they’re not an ideal fit?
  • Do you have clarity on how to create a cut-through strategy to grow your firm?
  • Do you want a structure for how to craft a winning marketing strategy for your firm?
  • Have you been thinking about niching and feel concerned that a niching strategy may limit your firm’s appeal and actually hurt your bottom line rather than boost it?
  • Have you tried to scale up your advisory services and then hit bottlenecks with delivery?
  • Would you prefer to attract warm inbound enquiries—people coming to you—rather than having to do old-school (and time-consuming) business networking and prospecting?
  • Ever wondered why 4 of the last 5 Accounting Xero Partners of the Year in Australia all attend PARADOX Masterclasses and seek marketing and strategy advice from PARADOX? 

We’ve taught these firms how to win the game of business. 

And winning all starts with strategy. But not all strategies are born equal. 

So, what about you? Your firm? Are you ready for change? 

Are you open to learning a whole new perspective on how to strategically grow your accounting or advisory firm? Do you embrace innovation and contrarian thinking? 

If you do, here’s why you cannot afford to miss this Masterclass...

Greg Tuckwell - Zerobooks

“From June to January our new business per month was up 50% on what we achieved last year”

Greg Tuckwell — Zerobooks - Xero Accounting Partner of the Year 2013

At this WINNING STRATEGY Masterclass you will learn:

  • The 7 ‘Big Rocks’ of Strategy: Get these right and you win — Miss any of these, you lose.
  • Where most firms go wrong with their strategy — and what you need to do differently
  • What IS strategy anyway? And does your firm even have one?
  • The crucial—and often confused—differences between Purpose, Mission and Strategy
  • Why Simon Sinek’s ‘Start with Why’ philosophy will never clarify your strategy
  • The myth of differentiation as a strategy for an accounting or advisory firm
  • Perceptual Maps: Understanding the gaps between your current and desired positioning
  • Examining and redesigning the typical advisory firm’s Business Model
  • Crafting a focused and scalable Service Mix
  • Creating your ideal future and the firm that will give it to you
  • The Growth Grid: Choosing from the 4 Growth Quadrants
  • How to achieve MORE by doing LESS. (This is, in fact, the only way to win.)

You will leave this 2-day Masterclass workshop with:

  • Clarity like you’ve never before experienced in business
  • A clear strategy for standing out in the market
  • The strategic ‘big rocks’ you need to attract your ideal types of clients
  • An exciting new vision for your ideal firm
  • Practical steps to build your ideal firm, to provide your desired income and lifestyle
  • A rock-solid foundation for creating cut-through marketing content
  • A coherent strategy to execute rather than ‘seeing what sticks’
  • Know-how on effective use of niching to grow your firm
  • A no-B.S., practical, grounded approach to growing and scaling your firm
  • New connections with switched-on peers in innovative accounting and advisory firms
Drew Grosskreutz

“PARADOX give us strategic advice of the highest order, plus pragmatic advice on execution, processes, and technology.”

Drew Grosskreutz — Otium Group


Michael ' MC' Carter

MICHAEL ‘MC’ CARTER — Founder & Director

Michael 'MC' Carter is the pioneer in the new forms of digital marketing for accountants and business advisors globally. He is an award-winning entrepreneur, copywriter, business consultant, marketing advisor, speaker and self-confessed ‘propellor head’, MC has worked in and consulted to the accounting profession across 2 decades.

PARADOX was the first mover in educating the accounting profession about the advantages of social media, blogging and content marketing. PARADOX's client list is now a "Who's Who" of innovative, fast-growth firms.


Who should attend Masterclass?

  • Directors, Partners and Principals of accounting, business advisory and related professional services firms. 
  • Future and potential Directors, Partners and Principals of accounting, business advisory and related professional services firms. 
  • Senior managers who have a role in directing and executing the firm’s strategy and who you’re comfortable can handle conversations about the firm’s profitability and dividends. 

Who should not attend Masterclass?

  • Junior staff — At this Masterclass we will be talking about entrepreneurial concepts that will grow the wealth of the firm’s equity-holders. Not all staff are mature enough to hear this. Any non-equity holders you bring should be people you consider to be likely equity holders in the future.
  • People looking for a sit-back-and-just-watch-the-slides type conference (which is the standard type of event in the accounting and advisory professions). This Masterclass is a true workshop. You will be learning skills, documenting strategies and creating a number of your firm’s strategic ‘big rocks’ at this Masterclass. 
Chad Rapsey

“Before PARADOX we were confused about our direction. Now we have a clear marketing strategy”

Chad Rapsey — Rapsey Griffiths


Monday, July 10:

8:30am-9:00am: Registration

9:00am-10:30am: The 7 'Big Rocks' of Strategy  

10:30am-11:00am: Morning Tea (Provided)

11:00am-12:30pm: Designing your ideal business

12:30pm-1:30pm: Lunch (Provided)

1:30pm-3:00pm: Devising your winning strategy

3:00pm-3:30pm: Afternoon Tea (Provided)

3:30pm-5:00pm: Attracting ideal clients, on autopilot

5:00pm: Close

7:00pm: Dinner (Optional separate ticket purchase)

Tuesday, July 11:

8:30am-9:00am: Coffee, tea, networking  

9:00am-10:30am: Defining your value and offerings  

10:30am-11:00am: Morning Tea (Provided) 

11:00am-12:30pm: Keys to achieving scalable growth

12:30pm-1:30pm: Lunch (Provided) 

1:30pm-3:00pm: Building ‘Conveyor Belts of Influence’ 

3:00pm-3:30pm: Afternoon Tea (Provided) 

3:30pm-4:30pm: From strategy to execution + Wrap up 

4:30pm: Close


Members Ticket 

For PARADOX members^


2-day Masterclass workshop

Video recording of Masterclass


Dinner an optional purchase at $90 + GST pp

^Members have a subscription with PARADOX such as Modern Marketing ImpleMENTOR, Article Service, Social Media Updates etc

*Prices are exclusive of GST

Standard Ticket

Open to non-members


2-day Masterclass workshop


Dinner an optional purchase at $90 + GST pp

*Prices are exclusive of GST

The Masterclass ‘9 in 90’ Guarantee

If within 90 days of the event you have implemented the strategies you learned at Masterclass and you have not generated at least 9 TIMES your ticket price in additional revenue for your firm, we’ll refund your ticket price in full.

How can we be so confident in offering such a guarantee? Let’s look at…

What people say about PARADOX Masterclasses

Rebecca White - Consolid8

Rebecca White

Consolid8 Pty Ltd

Xero Accounting Partner of the Year 2016

“I love working with MC and the team at Practice Paradox. I love marketing and it's like having a marketing mentor for myself. I'm really grateful for their role in helping our firm get here.”

“I've been to 7 out of 8 Masterclasses and only missed one because I was out of the country. MC is very good about taking you through a structured process from start to finish. It's all about focus—focus in the short-term as well as the long term.”

Steph Hinds

Steph Hinds


Xero Accounting Partner of the Year 2012

Matt Sharwood

Matt Sharwood

Advise Accountants

“MC has demystified how we get noticed and how to reach our target market. If you want to think outside the box and learn how to attract clients in an efficient way, then come to Masterclass.”

Samara Consolid8

“When you implement, the investment of a PARADOX Masterclass will be returned to you tenfold.”

Samara Thomson — Consolid8


Cliftons Brisbane

3/288 Edward St

Brisbane City QLD 4000

Phone: (07) 3231 0999

This Masterclass will be at Cliftons Brisbane, a purpose-built training centre designed for hands-on tech training.

More about the venue


Adina Apartment Hotel

Closest Hotel

Sofitel Brisbane Central 

Above Train Station

Hilton Brisbane

In The Mall

PARADOX Marketing Masterclass dinner
PARADOX MC Masterclass
PARADOX Marketing Masterclass
PARADOX Marketing Masterclass attendees
Phillip Efthimiou

“PARADOX Masterclass gave me a clear pathway to grow my business, I have my passion and drive back!

Phillip Efthimiou — PWK Accounting Group

Frequently Asked Questions

Do I need to be tech-savvy to attend this Masterclass?

Not at all. The purpose of this Masterclass is to get you crystal clear on your strategy for implementing modern marketing. We know through decades of consulting—and our own entrepreneurial experience in a number of ventures—that to bring about change in a business requires a combination of 4 things: Mindset, Skills, Systems and Tools. If any one of these is missing, your results will be sub-optimal. 

Software on its own is a tool. In fact, in the field of marketing (and in any area of your business) an app is just an expense until it is underpinned by a strategy for what you want to implement and a resourcing plan to implement it. If you're tech-savvy, great. If not, no problem. What matters more—in terms of extracting the maximum value from this Masterclass—is to be clear on the type of firm you want to develop and the types of clients you want to attract.

What do I need to bring?

  • An open mind
  • A laptop (we'll provide internet access)
  • A sense of humour. (Okay, this one's preferred, but optional. We'll have fun.)

Is there a dress code?

If there is, we don't know about it. At PARADOX we wear t-shirts, jeans and sneakers. You can wear whatever you're comfortable in. Oh. And there will be national television networks at the event, so you might be caught on camera and broadcast to the world. Okay. Kidding about that last part, But... did that change what you thought was an 'appropriate' dress code for the event? If it did, then we challenge you to be stronger on 'brand you'. Regardless of who will be there, wear what it is that you wear. We're about authenticity, not appearances. 

Do we need to already be active in our marketing?

Nope. If you are, great. You'll end up with far greater clarity and a stronger structure to your marketing activities. 

If you're a marketing newbie, you'll be able to get started marketing your business in a way that will dispell a lot of the myths and confusion around marketing for you.

Where can I park?

If you're staying at a hotel, they'll have parking options.

If you're driving into Brisbane, you can purchase all day parking vouchers for Queens Plaza for $44 when you arrive at Cliftons (the venue) each day. Note: Cliftons require cash. They do not have EFTPOS.  

Another option is to book parking in a Secure Parking building online but the cheapest option is the Queens Plaza voucher via Cliftons.