I fell on my face.

Not metaphorically. Literally.

Back in 1999, I sold my second business successfully. My first sold for multiple 7 figures. I could do no wrong.

Or so I thought.

I started Freedom Therapy Center, convinced I'd crush it again. Instead, I got crushed.

Why? I did exactly what my competition was doing. No risk reversals, no compelling offers, no strategic direction, no creativity, no differentiation.

I hemorrhaged cash monthly. My cash flow management was nonexistent. Profit margins evaporated. I dipped into savings, breaking promises I'd made to myself.

I stayed up nights wondering where I went wrong. Woke in cold sweats about dwindling revenue growth and customers walking away.

Then it ended. I fell. Hard.

My ego was shattered. The guy who sold a business for multiple 7 figures was completely defeated.

But I learned something crucial: After you fall, the hardest step is the next one. And that's how Next Step CFO was born.

I also learned you can't keep doing what your competition is doing if you want bottom line growth.

That's why I created The Critical Five – five vital steps any business must take to break free from the competition trap and achieve real business optimization.

When implemented correctly, these five steps will transform how you approach profitability strategies, giving you clarity, direction, and the confidence to truly stand out.

Whether you're struggling with financial performance like I was or already successful but looking for that competitive edge to boost earnings improvement, The Critical Five will change everything.

The question isn't whether you need them.

The question is: are you ready to take that next step?