40 Hour Weeks with Geraldine Carter

Geraldine Carter rejoins Randy for another appearance on The Unique CPA for episode 157. Geraldine recently published her book, Down to 40 Hours, as a more accessible guide to many of the principles she stresses in her coaching: Achieving efficiency and work-life balance through understanding client value, strategic pricing, niching, and more. She discusses navigating business strategies, balancing professional and personal growth, and transforming your understanding of value and where profit actually comes from.

Important Links

Down to 40 Hours by Geraldine Carter


Geraldine Carter on LinkedIn

Business Strategy for CPAs Podcast

About the Guest

Geraldine Carter coaches CPAs and accounting firm owners to help them get down to a 40-hour workweek without giving up revenue. In furtherance of this laudable goal, she has recently released her book Down to 40 Hours: A Roadmap for CPAs to End Overworking Without Giving Up Revenue. Geraldine hit upon her calling after encountering CPA after CPA who had the enviable skill of storing a Google’s worth of tax code in their brain and an incredible knack for puzzling through complex tax solutions, yet no time to offer more valuable services to their clients.

Having earned a Bachelor’s in Civil & Environmental Engineering from Cornell in 1998, Geraldine applied her problem-solving acumen to finding a solution to this problem. She stresses specialization and niching, value creation, and shifting your firm and marketing focus to problem solving, rather than just delivering rote reports. 

Geraldine hosts the Business Strategy for CPAs podcast, boasting nearly 300 episodes. It is ranked in the top 2.5% of podcasts by Listen Notes.

Meet the Host

Randy Crabtree, CPA


Randy Crabtree

Randy Crabtree, co-founder and partner of Tri-Merit Specialty Tax Professionals, is a widely followed author, lecturer and podcast host for the accounting profession.

Since 2019, he has hosted the “The Unique CPA,” podcast, which ranks among the world’s 5% most popular programs (Source: Listen Score). You can find articles from Randy in Accounting Today’s Voices column, the AICPA Tax Adviser (Tax-saving opportunities for the housing and construction industries) and he is a regular presenter at conferences and virtual training events hosted by CPAmerica, Prime Global, Leading Edge Alliance (LEA), Allinial Global and several state CPA societies. Crabtree also provides continuing professional education to top 100 CPA firms across the country.

Schaumburg, Illinois-based Tri-Merit is a niche professional services firm that specializes in helping CPAs and their clients benefit from R&D tax credits, cost segregation, the energy efficient commercial buildings deduction (179D), the energy efficient home credit (45L) and the employee retention credit (ERC).

Prior to joining Tri-Merit, Crabtree was managing partner of a CPA firm in the greater Chicago area. He has more than 30 years of public accounting and tax consulting experience in a wide variety of industries, and has worked closely with top executives to help them optimize their tax planning strategies.