What if the greatest competitive advantage in your accounting firm isn’t pricing, processes, or even technical skill—but the words you choose every day?
On the Building the Premier Accounting Firm podcast, Roger Knecht and business coach Becky Kemp discussed a simple truth that many professionals overlook: language shapes performance. And for accounting leaders looking to elevate client relationships, strengthen culture, and increase personal fulfillment, mastering language may be one of the most powerful tools available.
In their conversation, Knecht and Kemp emphasized that intentional communication isn’t soft or optional—it’s strategic. Words influence mindset. Mindset influences behavior. And behavior influences results. Here’s how to apply the principles they discussed to build a stronger, more confident, more successful firm.
Language as a Leadership Tool
Kemp explained on the podcast that one of the biggest turning points in her career came from recognizing how her language shaped her reality. As she put it, “Change your words, change your story.” Knecht noted how often accounting professionals underestimate this, even though their roles require constant communication—with clients, with team members, and with themselves.
When your internal dialogue is full of stress, scarcity, or self-criticism, your decisions reflect that.
When your language conveys clarity, possibility, and confidence, your business reflects that instead.
In other words: your words set the tone for your outcomes.
Self-Talk: The Accountant’s Hidden Performance Driver
Kemp pointed out that the phrase “thoughts become things” is not motivational fluff—it’s a practical business principle. Accountants frequently operate under high pressure, and the self-talk running in the background can either fuel resilience or sabotage it.
Knecht mentioned on the podcast that firm owners often come to him feeling stuck not because of technical limitations, but because they’ve talked themselves into self-doubt. They say things like:
- “I’m not a natural marketer.”
- “I could never charge that much.”
- “Other firms are already doing this.”
The language we choose becomes the ceiling we operate under. Shifting to intentional, empowering language creates space for better decisions and bolder actions.
Intentional Words as Daily Practice
Kemp shared how even something simple—like wearing words on T-shirts—became a daily form of mindset reinforcement. While the example wasn’t about accounting, the principle applies directly: the words you surround yourself with influence the mindset you bring to your firm.
Knecht highlighted that accounting professionals can adopt similar intentional habits in their work, such as:
- Starting team meetings with positive framing
- Using empowering questions with clients
- Replacing “I have to” with “I choose to”
- Refocusing conversations on solutions instead of problems
Small language shifts produce outsized impact in confidence, culture, and client perception.
Using Words to Navigate Goals, Challenges, and Growth
Kemp’s framework in The Word Effect offers a language-based roadmap for intentionally shaping one’s life and work. Knecht noted how practical these seven “A-words” are for accounting professionals who want to create forward momentum:
- Acknowledge — Identify what you want to improve or change.
- Ask — Use better questions to find better solutions.
- Accept — Engage challenges as part of growth.
- Abundance — Focus on possibility, not limitation.
- Action — Move forward consistently.
- Appreciate — Practice gratitude to stay grounded.
- Aspire — Continue striving toward your next level.
These aren’t just personal development tips—they’re leadership tools.
Knecht mentioned on the podcast that firm owners who apply these principles communicate more clearly, lead more confidently, and create stronger team environments.
Better Questions Create Better Businesses
One of the most valuable insights from Kemp was the emphasis on asking higher-quality questions. She explained that entrepreneurs often imitate what others are doing instead of asking:
- “What is my best next step?”
- “What aligns with my strengths and values?”
- “How do I want my firm to feel—for me and for clients?”
Knecht echoed this, noting that imitation may spark ideas, but only authenticity sustains success. Your firm grows when you choose words—and questions—that reflect who you truly are.
Healthy Communication Builds Stronger Client Relationships
The conversation also touched on how language directly impacts client interactions. Knecht pointed out that accounting professionals can unintentionally come across as overly technical, condescending, or dismissive—simply because of their word choice.
Using inclusive, clear, confidence-building language helps clients feel supported rather than overwhelmed. Kemp emphasized that the goal is not to simplify your expertise but to elevate the relationship through communication that is human, encouraging, and accessible.
Reframing Self-Doubt with Purposeful Language
Both Knecht and Kemp discussed the misconception that successful people “have it easy.” In reality, self-doubt is universal. But the words we use to narrate our experiences determine whether doubt stops us or strengthens us.
Kemp shared her acronym TRY as a daily reminder:
- Today — focus on today’s step
- Redirect — shift thoughts back to your goals
- Your Thoughts — manage the narrative you create
This framework works especially well for business owners who carry heavy mental loads. Knecht noted that focusing on manageable, daily progress often beats big, overwhelming goals.
Words That Support Sustainable Success
Knecht emphasized that passion, quality, and commitment are non-negotiables in a premier accounting firm—but the language leaders use reinforces whether those values are actually lived out.
For example:
- Words of appreciation strengthen team culture.
- Words of clarity create consistent client experience.
- Words of commitment reinforce professional standards.
Kemp added that these intentional choices also support personal well-being. When your language guides you toward rest, boundaries, and connection, you build the resilience needed for long-term success.
Choose the Words That Will Shape Your Future
At the end of the day, Knecht and Kemp’s discussion makes one message clear:
Your words are among your most powerful business tools.
They influence how you think, how you lead, how you sell, how you serve, and how you grow.
So the question Kemp likes to ask—and Knecht reinforced on the podcast—is this:
What word do you need today?
Choose intentional language.
Choose words that elevate you.
Choose words that elevate your firm.
Your results will rise to the level of the words you use.
