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STP073: “Profit + Purpose = Impact”: Planning to Make a Difference with Greg Crabtree

STP073: “Profit + Purpose = Impact”: Planning to Make a Difference with Greg Crabtree

Speaker, author, entrepreneur and financial expert Greg Crabtree has come a long way since he grew up on a chicken farm in Alabama. He is currently CEO of Crabtree, Rowe & Berger, PC, a CPA firm that helps entrepreneurs build the economic engine of their business; he also specializes in helping clients develop a business plan that includes a “purpose”—a sense of how they want to help their community or give back once the business becomes successful. Here, he discusses why all small business should have that plan and that purpose—and why purpose should not come at the expense of profitability.

Other topics include:

  • The key untruths that too many small business owners tell themselves regarding pay and profitability
  • Separating owner wealth vs. business profitability
  • Why “profit plus purpose equals impact”
  • The importance of knowing “what does healthy look like, and how to get there” for your business
  • The problem of listening to “the noise” of the media and business anecdotes, rather than hard business numbers
  • “The number one problem inhibitor to success in today’s market is effectiveness of marketing… Nine out of ten companies that we break down are not spending enough money on marketing”
  • Why financial consultants needs to be more proactive about helping clients learn from the results of audits and other financial work

In addition to serving as the Crabtree, Rowe & Berger‘s CEO, Crabtree leads the business consulting team, which helps clients align their financial goals with their profit model and their core business values. In 2011, Greg published the book Simple Numbers, Straight Talk, Big Profits! He is a National Area Council Member of the Boys and Girls Clubs of America, and is involved in the ALS Association of Alabama and the Boys and Girls Clubs of North Alabama. He is a former board member of the Atlanta chapter of The Entrepreneurs’ Organization (EO).

Learn more about Crabtree’s work at SimpleNumbers.Me; Crabtree Rowe & Berger’s site is available at





About the author, David Shriner-Cahn

David is the podcast host and community builder behind Smashing the Plateau, an online platform offering resources, accountability, and camaraderie to high-performing professionals who are making the leap from the corporate career track to entrepreneurial business ownership.

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