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Estimated reading time: 2 minutes, 19 seconds

A conversation about innovation with Danetha Doe
Principal at Danetha Doe Consulting

 “While you will win your clients’ trust by showcasing your knowledge, you will win your clients’ hearts by showing your human side.”

Danetha Doe is known as the money maven for ambitious women. She was named a “next-generation” accountant by QuickBooks, a “business influencer” by Xero, and
a top 40 Under 40 accounting professional by CPA Practice Advisor. Creator of Money & Mimosas
What are new opportunities that you see for up-and-coming leaders within accounting? This is an exciting time to build a lifestyle business around your accounting skills. Many of my colleagues, myself included, work 100% from our laptops and have created a business that supports our desires for freedom and creativity. All it takes is becoming an expert in a niche that is exciting to you. Combining that with your financial acumen, you can offer services to a small business owner while you’re sitting on a beach in Bali!

How do you approach the subscription pricing model?
I am a firm believer in not charging by the hour. I believe in charging a flat monthly fee to all of my private clients. It streamlines my internal accounting, and it makes it easier for them to budget for their business. My recommendation is to find your niche, invest time in becoming an expert, and charge luxury pricing. This will allow you to take on fewer clients, provide quality service, and give you the freedom to pursue a life of joy.

How do you develop a brand as an accountant?
Your brand is a reflection of your passion and purpose. The first step is to get really clear on why you are passionate about what you do and what you feel your purpose is through your work. Ultimately, these two things add up to the promise that you are delivering to your clients.

What is your advice on using social media as an accountant?
Remember that social media is meant to be social. Engage with others, and don’t be afraid to show your lighthearted, non-tax-compliant, I-read-55-pages-of-the-GAO-report-for-fun side. Your clients want to work with someone they can connect with on an emotional level.

What do you see as the future of accounting?
There’s a major shift happening in the accounting world. I call it a creative renaissance. Automation is commoditizing a lot of lower-level accounting functions and requiring accountants to develop additional skills. I see the role of the accountant moving toward being a strategic or compliance advisor.


Julie Lubetkin
Julie Lubetkin is VP of Marketing, Channels and Partnerships at Avalara. Ms. Lubetkin is responsible for driving channel marketing strategy and programs to help accelerate growth with industry partners, including solution providers, value added resellers, development and implementation specialists and accounting professionals.
Last modified on Friday, 30 March 2018
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