Positioning Gets You Found. Relatability Gets You Chosen.
Wed Feb 04 2026
In this episode of The Growth Minded Accountant, host Lee Reams II is joined by Rebekah Barton, Chief Visibility Officer, for a timely conversation on what actually drives firm growth in 2026—and why positioning alone is no longer enough.
Most tax and accounting firms understand positioning. They’ve defined their services, clarified who they serve, and invested in looking professional. But in a market crowded with competent options and shaped by AI-driven discovery, clarity alone doesn’t convert.
Once a prospect knows a firm might be for them, the real decision begins:
Do I trust these people?
Do I like how they think?
Would I confidently refer them?
This episode explores why relatability has become the missing layer—the factor that turns relevance into selection and good clients into consistent referrals.
Lee and Rebekah break down how buying decisions now happen long before a first conversation, why safe and neutral messaging often leads to being forgettable, and how firms that feel human, easy to describe, and aligned with their clients’ mindset stand out in a crowded market.
They also clarify a common misconception: relatability isn’t oversharing or personal branding fluff. It’s a deliberate system—built into messaging, content, reviews, and client experience—that helps the right people feel confident choosing and recommending your firm.
This conversation is especially relevant for small and mid-sized tax and accounting firms that rely on referrals, want better-fit clients, and are navigating how marketing, trust, and AI intersect in today’s buying environment.
As the profession becomes more automated, this episode makes one thing clear: being unmistakably human isn’t a risk—it’s an advantage.
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In this episode of The Growth Minded Accountant, host Lee Reams II is joined by Rebekah Barton, Chief Visibility Officer, for a timely conversation on what actually drives firm growth in 2026—and why positioning alone is no longer enough. Most tax and accounting firms understand positioning. They’ve defined their services, clarified who they serve, and invested in looking professional. But in a market crowded with competent options and shaped by AI-driven discovery, clarity alone doesn’t convert. Once a prospect knows a firm might be for them, the real decision begins: Do I trust these people? Do I like how they think? Would I confidently refer them? This episode explores why relatability has become the missing layer—the factor that turns relevance into selection and good clients into consistent referrals. Lee and Rebekah break down how buying decisions now happen long before a first conversation, why safe and neutral messaging often leads to being forgettable, and how firms that feel human, easy to describe, and aligned with their clients’ mindset stand out in a crowded market. They also clarify a common misconception: relatability isn’t oversharing or personal branding fluff. It’s a deliberate system—built into messaging, content, reviews, and client experience—that helps the right people feel confident choosing and recommending your firm. This conversation is especially relevant for small and mid-sized tax and accounting firms that rely on referrals, want better-fit clients, and are navigating how marketing, trust, and AI intersect in today’s buying environment. As the profession becomes more automated, this episode makes one thing clear: being unmistakably human isn’t a risk—it’s an advantage.