On the Books is a podcast for the accounting community presented by Intuit. In each episode, we’ll explore topics that are shaping the world of accounting— and your career within it.
We’re going beyond software and product features. We’re delving into the trends and changes reshaping the accounting landscape.
Whether you’re a seasoned professional, a new entry to the field, or a student learning more about “why” accounting, join us to gain valuable insights from industry leaders and hear the stories of firms that are redefining the future.
We’ll also bring you exclusive interviews with Intuit’s top leaders so you can hear their vision for what’s coming for you from us.
In this episode of On the Books, host Jessica McCracken welcomes Kim Blascoe, Lead of Client Advisory Services (CAS) and Advisory Professional Services at CPA.com. Together, they explore the power of curiosity in accounting and how asking better, open-ended questions can elevate technical accountants into trusted advisors. Kim shares her practical, three-stage question framework, offers tips for coaching team members to think differently, and explains how leveraging AI-driven insights can serve as the ultimate launching pad for deeper client conversations. For full show notes, visit firmofthefuture.com
29 Sept 2026
Four Hundred Realms: One firm’s year-long journey from QB Desktop to QBO
In this episode of On the Books, host Jessica McCracken welcomes Matthew May, known online as the tech CPA and now head of the client advisory services (CAS) at Sorren to talk about his firm’s year-long journey to move entrenched QuickBook Desktop Clients to QuickBooks Online. Matthew shares the real story behind scaling a firm through rapid M&A, hunting down QuickBooks Desktop files scattered across dozens of systems, consolidating more than 400 realms, and building a client migration plan ahead of the QuickBooks Desktop sunset. He also gets candid about his unglamorous approach to AI, why he treats technology providers as partners instead of vendors, and how his firm learned to simplify big technology decisions for overwhelmed clients.For full show notes, visit firmofthefuture.com
15 Sept 2026
Strategic narrative and the future of the CFO
Chris Ortega has spent more than 20 years in accounting, finance, FP&A, and CFO leadership, including guiding a $150 million, 2,700 person company through an acquisition by SAP. Five years ago he founded Fresh FP&A, a fractional CFO and advisory firm for small and mid sized businesses. In this conversation with Jessica, Chris breaks down why the CFO role has shifted from scorekeeper to strategic partner, how to turn financial data into a story people actually care about, and why trust and emotional intelligence matter more than being the smartest person in the room. He also shares a simple, repeatable habit any finance professional can use to build stronger relationships across the business.For full show notes, visit firmofthefuture.com
Who has been a guest on On The Books
Names identified in recent episode analyses. Showing up to five guests.
Dixie McCurley
Kim Blascoe
Greg Landers
Liz Mason
Becky Munson
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
4 ratings
Spotify
5.0 / 5
4 ratings
Podcast Authority Score: 24 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
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