We had the good fortune of connecting with Josh Greenbaum and we’ve shared our conversation below.
Hi Josh, can you walk us through the thought-process of starting your business?
After 5 years in corporate roles, I felt very unfulfilled in the future outlook for my career. Despite the stability of an accounting career, I didn’t feel connected to or inspired by my clients. What really lit me up was entrepreneurs and small business owners who aspired to create an impact within their community and beyond. Startup companies and small businesses in general often lack financial resources and literacy. They deserve the expertise larger businesses have access to because, quite frankly, they need it more. That’s why I started my company.
I knew that the time and effort to serve one large company could be reallocated to serve many companies simultaneously. My passion is to align an owners’ goals with their business model in order to build the life and career they’ve have always wanted.
What should our readers know about your business?
I spent the early part of my career working for a Big Four accounting firm. It doesn’t get more numbers-oriented than that. But while providing top-shelf financial auditing services to clients in Silicon Valley and LA, I realized I wanted much more. I wanted to support the visionaries behind creative agencies and culture-bending start-ups. To do that I needed to bring the financial sophistication big businesses demanded to small businesses that needed it.
My background in client service set me up for success from the get-go because I had a general sense of deliverables. What was different was operating by myself and not having a team around me. So, I created a team – I reach out to other professionals and asked tons of questions always knowing I was smart enough to find answers, and in the worse case was a quick Google search or YouTube video away from the answer. I dived deeper into my clients’ operations than I had experienced before – way beyond the day-to-day accounting. That nuance really got me excited about the impact accounting truly has and it differentiated me from peers. I was able to speak to business as a whole and support CEO’s in a comprehensive way.
Though this all may sound like it all went smoothly, I suffered the same challenges and insecurities as many entrepreneurs face. I had to deal with pricing my services, managing through burnout, and understanding business development and how to sell myself. Ironically, early on I would have benefited from future me to show me the way. This realization taught me that as a CFO, I could show up as an advocate for small business owners where we get clear on goals, pave the financial path ahead, and ensure proper financial information is delivered.
CFO Minded delivers comprehensive financial management for small businesses on the cusp of something big.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Los Angeles and the surrounding area has to be the best place in the world to play tour guide! The options are endless. My itinerary would include eating around town with coffee stops along the way. In no particular order, some favorite spots are Alta and Delicious Pizza in West Adams, Caffe Luxxe and NY bagel in Brentwood, Eat Drink Americano and Centro Pasta Bar downtown, and any street-side taco stand along the way. The food extravaganza would likely conclude with a stop at Coolhaus in Culver City and a glass of wine at Vibrato. There would definitely be a morning of paddle boarding in the Marina followed by a hike somewhere deep in the Santa Monica Mountains or out to Mount Baldy if we’re feeling adventurous. Mostly, I love the variety that the Los Angeles area offers…and if you’re not venturing out to see it all, you’ve really missed the whole point of living in LA.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
As I reflect on my career as a consultant, I have two books that positively impacted me. The Purple Cow, by Seth Godin, and The Accidental Creative, by Todd Henry. Funny enough both books are aimed at the creative and marketing communities. I felt drawn to their messages because they spoke to finding your individuality as a professional and structuring each day in a manner that drives energy and productivity. These messages were important to me because I wanted to show up as a casual and approachable professional; I even earned the nickname t-shirt guy. The overall lesson I learned was the importance to break free from professional stereotypes that didn’t align with who I am personally.