Managing Director, Cooper Parry Digital | Head of Early Stage, Tech & High Growth |

I lead the CP Digital business that supports clients across their Salesforce, NetSuite, Analytics & Cybersecurity needs. Responsibilities include all M&A & growth, in line with our vision alongside Lee Equity Partners. 

I also lead market activity for CP in the Venture Capital ecosystem. 

Our specialist team works with Founders, CFOs and Boards of early stage, scale-up and high growth businesses, navigating challenges spanning accounting, finance, tax, audit, technology, and deal support. 

We are highly active in the scale-up ecosystem and have worked as the accounting partner for leading organisations and communities whilst also building our own community platforms, TechCFO and VentureCEO.

Having started my career at PwC, I went to on to establish and build a successful early stage focussed firm, Acclivity Advisors (which was acquired by Cooper Parry in Jan’23).

Along the way, I wrote the best selling book 'The Finance Playbook for Entrepreneurs', so that entrepreneurs of ALL backgrounds could benefit from the very best teachings.  

My unique experiences and skills have afforded me a number of Board positions across industries within public & private sectors. 

At present, these include:

1. Middlesex County Cricket Club (Board Observer, Chair of Growth Committee)
2. Queen Elizabeth's Global Schools (Chair, International Schools)
3. Labrys (Advisor to the Board)
4. HM Revenue & Customs - ABAB (Board Member)

As well as the above, 

I advise Government on how to innovate for SMEs & entrepreneurs through consultative committees and forums.

All of these roles have shown me the value of sharing what I know beyond my own sector;

And so, I enjoy speaking at universities, schools, accelerators and incubators on a wide variety of relevant entrepreneurship related topics.

Asif Ahmed

Culture doesn't fail when your values are wrong.

It fails when you stop reinforcing them.

Gallup 2024: Global engagement dropped from 23% to 21%, yet highly engaged companies achieve 18% higher productivity and 4x revenue growth.

The difference? 

Leaders who understand these 7 stages:

𝟭) 𝗜𝗻𝘁𝗲𝗻𝘁
↳ Culture starts with what you actually care about
↳ Not what's on your website - what gets your daily attention
↳ Your calendar reveals your real priorities

𝟮) 𝗩𝗮𝗹𝘂𝗲𝘀
↳ Mission statements that haven't faced real pressure yet
↳ Values that sound impressive until tested
↳ The dangerous gap between aspiration and action

𝟯) 𝗦𝗶𝗴𝗻𝗮𝗹𝘀
↳ Who gets promoted vs who gets overlooked
↳ Which behaviours get rewarded vs ignored
↳ Where you invest time, money, and attention

𝟰) 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁
↳ What you consistently correct when it goes wrong
↳ Standards you maintain under pressure
↳ How you handle conflicts between values and results

𝟱) 𝗥𝗲𝗮𝗹𝗶𝘁𝘆
↳ Engagement scores that can't be spun
↳ Retention patterns in your top talent
↳ Performance metrics that reflect cultural health

𝟲) 𝗦𝘆𝘀𝘁𝗲𝗺𝘀
↳ Hiring that reinforces what matters
↳ Promotion criteria that match stated values
↳ Incentive structures aligned with intentions

𝟳) 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿
↳ How decisions get made under stress
↳ Communication patterns during crisis
↳ What people do when leadership isn't watching

- - - -

The brutal truth?

Your culture is exactly what you've been willing to tolerate.

Most founders focus on stages 1-2. 
Winners obsess over stage 4.

💡 How have you seen this manifest in technology projects?

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If you're an aspiring CFO, the role has fundamentally changed.

The step up has nothing to do with age.

This might be hard to accept.

But there are a lot of talented accountants around, but nowhere near as many that can:

> Think in systems
> Think of the numbers as the 'start' of the job
> Think of good technology as a foundation & not a goal

Here are 10 green flags that separate exceptional CFOs from all other finance roles:

𝟭) 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰, 𝗡𝗼𝘁 𝗝𝘂𝘀𝘁 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹
↳ They question your runway assumptions during interviews
↳ Numbers inform decisions, not dictate them
↳ Board conversations focus on growth levers, not variance analysis

𝟮) 𝗖𝗹𝗲𝗮𝗿 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴
↳ Monthly P&L becomes three actionable insights maximum
↳ Complex metrics translate into simple go/no-go decisions
↳ Investor updates highlight progress, not process

𝟯) 𝗖𝗮𝘀𝗵-𝗙𝗹𝗼𝘄 𝗢𝗯𝘀𝗲𝘀𝘀𝗲𝗱 (𝗶𝗻 𝗮 𝗚𝗼𝗼𝗱 𝗪𝗮𝘆)
↳ 13-week rolling forecasts updated religiously every Monday
↳ Three scenario models ready for any board meeting
↳ Cash runway calculated to the day, not quarter

𝟰) 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗠𝗶𝗻𝗱𝘀𝗲𝘁
↳ Sales teams request their input before pricing discussions
↳ Product managers include them in roadmap planning sessions

𝟱) 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗙𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗶𝗻𝗴
↳ Forecasts connected to customer acquisition metrics
↳ Monthly variances explained because they already knew the risks
↳ PwC 2025: AI-powered finance teams achieve 40% better forecasting

𝟲) 𝗖𝗮𝗹𝗺 𝗶𝗻 𝗨𝗻𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝘁𝘆
↳ Market downturns met with steady leadership
↳ Audit prep happens quarterly, not during crunch time
↳ Crisis playbooks exist before crises hit

𝟳) 𝗛𝗶𝗴𝗵 𝗜𝗻𝘁𝗲𝗴𝗿𝗶𝘁𝘆, 𝗟𝗼𝘄 𝗘𝗴𝗼
↳ Problems surface with solutions, not blame
↳ Investor calls include honest miss explanations
↳ Team morale remains intact during difficult conversations

𝟴) 𝗦𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗦𝘆𝘀𝘁𝗲𝗺𝘀 𝗧𝗵𝗶𝗻𝗸𝗲𝗿
↳ Month-end close designed for 100+ employees from day one
↳ Automation roadmap extends beyond current pain points
↳ ERP implementation conversations start early

𝟵) 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿-𝗥𝗲𝗮𝗱𝘆 𝗣𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲
↳ Board packs delivered well before the meetings
↳ Due diligence rooms maintained continuously
↳ They understand what the investors want to hear

𝟭𝟬) 𝗧𝗮𝗹𝗲𝗻𝘁 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿
↳ Finance hiring roadmap mapped to revenue milestones
↳ Junior team members handle month-end independently
↳ IBM 2024: 72% of CFOs identify team development as priority one

- - - 

Exceptional CFOs position your company for growth > they don't just focus on planning for the worst.

💡 Which habits do you find most effective?

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In my new role, one thing has genuinely surprised me.

How often major technology projects are being led by Finance.

Not just supported by finance. 
Not just sponsored by finance.
But properly led by finance.

And I guess, it makes perfect sense:

Finance is where the pressure lands first AND last:

> Boards wants faster, cleaner numbers
> Investors want predictability (cash, runway, KPIs, forecast accuracy)
> Funding rounds become dependent on Tech DD
> CRM & ERP systems are relied up to provide data and insights
> Enterprise customers need Cyber assurances before anything can start

💡But...

Providing technology outcomes for finance professionals requires hands on experience from people that have been there and done it before.

And use that experience to help you:

1️⃣ Focus on your needs, not just new products
2️⃣ Help with getting more with what you already have
3️⃣ Unearth blind spots/risks that finance professionals would be unaware of
4️⃣ Save you from managing multiple vendors at a time

➡️ DM to clear the fog on your nagging tech issue

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"Culture isn't what you preach, it's what you tolerate."


A McKinsey study (2024) revealed something shocking: 

76% of employees have witnessed double standards at work, yet only 15% of leaders acknowledge their existence.

Here's how these silent killers destroy company culture:

1/ The "Golden Child" Effect
↳ Different rules for different teams
↳ High performers getting away with toxic behaviour
↳ Selective enforcement of "non-negotiable" policies

2/ The Recognition Paradox
↳ Credit always flowing up, rarely down
↳ Same achievement, different celebration
↳ Visibility bias towards certain departments

3/ The Resource Game
↳ Training budgets that mysteriously vary
↳ Access to leadership becoming a privilege
↳ Development opportunities for the chosen few

4/ The Accountability Maze
↳ Others become career-defining moments
↳ Consequences that depend on who you know
↳ Some mistakes become learning opportunities
- - -

💡

• Companies with consistent standards see 2.4x higher employee retention
• 89% of culture-driven companies outperform their competitors
• Fair workplaces report 3.1x higher innovation rates

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42% of start-ups fail building the wrong things:
It's not lack of vision,
It's resource allocation.

Here's a framework to separate:

What really matters
What kind of matters
What matters less right now
What doesn't matter at all right now

𝗧𝗵𝗲 𝗦𝘁𝗮𝗿𝘁𝘂𝗽 𝗜𝗺𝗽𝗮𝗰𝘁 𝘃𝘀 𝗘𝗳𝗳𝗼𝗿𝘁 𝗠𝗮𝘁𝗿𝗶𝘅

Effort × Value = Survival

1️⃣ 𝗥𝗘𝗦𝗢𝗨𝗥𝗖𝗘 𝗗𝗥𝗔𝗜𝗡𝗦 (High Effort → Low Value)

🔴 Where promising start-ups die
↳ Complex features nobody asked for
↳ Premature scaling without validation  
↳ Over-engineered solutions for simple problems

2️⃣ 𝗚𝗥𝗢𝗪𝗧𝗛 𝗙𝗢𝗨𝗡𝗗𝗔𝗧𝗜𝗢𝗡𝗦 (High Effort → High Value)

✅ Strategic bets that compound
↳ Core builds that unlock scalability
↳ Partnerships backed by real customer demand
↳ Major integrations with proven ROI

3️⃣ 𝗢𝗣𝗧𝗜𝗢𝗡𝗔𝗟 𝗘𝗫𝗧𝗥𝗔𝗦 (Low Effort → Low Value)  

⚪ Explore during downtime only
↳ Simple experiments when capacity allows
↳ Occasionally reveal niche opportunities
↳ Never prioritise over runway protection

4️⃣ 𝗠𝗢𝗠𝗘𝗡𝗧𝗨𝗠 𝗕𝗢𝗢𝗦𝗧𝗘𝗥𝗦 (Low Effort → High Value)

🚀 Where smart founders live
↳ Customer feedback implementations
↳ Revenue optimisations  
↳ Quick wins for investor updates

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The reality: 

Most start-ups die from cash flow issues.
How they got there will always be linked to what they prioritised.

✅ Winners protect runway by obsessing over quadrant 4️⃣.
✅ They strategically invest in quadrant 2️⃣ only.
❌ They avoid quadrant 1️⃣ entirely.

🔴 What operational priority have you been ignoring?

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The pressure to make 'great' decisions can be overwhelming.

The Two-Way-Door Principle provides the perfect framework.

> Narrowing down decisions between those that are:

❌ Irreversible, vs
✅ Reversible

Can be the perfect antidote to inaction.

𝟭/ 𝗧𝘆𝗽𝗲 𝟭: 𝗜𝗿𝗿𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 (𝟭-𝗪𝗮𝘆 𝗗𝗼𝗼𝗿𝘀)
↳ Major acquisitions, core platform choices
↳ Require board approval and 90% certainty
↳ Take weeks, involve senior leadership

𝟮/ 𝗧𝘆𝗽𝗲 𝟮: 𝗥𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 (𝟮-𝗪𝗮𝘆 𝗗𝗼𝗼𝗿𝘀)
↳ Pricing tests, hiring decisions, feature launches
↳ Decide with 70% information, not 90%
↳ Delegate to team leads, move fast

𝟯/ 𝗧𝗵𝗲 𝗜𝗺𝗽𝗮𝗰𝘁
↳ Forbes 2024: 49% of companies have stagnant decision-making
↳ MIT CISR: Top-quartile decision-makers achieve 50% higher revenue growth
↳ Bain: 95% correlation between decision speed and financial performance

𝟰/ 𝗬𝗼𝘂𝗿 𝗔𝗰𝘁𝗶𝗼𝗻 𝗣𝗹𝗮𝗻
↳ Audit last month's delayed decisions
↳ Categorise each as Type 1 or Type 2
↳ Set approval thresholds for Type 1 vs Type 2

- - -

The companies that move fastest aren't the ones with perfect information.

They're the ones who recognise which doors have handles on both sides.

🔥 Why waste time considering all the angles of a decision if, within weeks, you could re-assess and reverse it?

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56% of CFOs will prioritise cost optimisation in 2026.

NB. cost cutting & smarter allocation are not the same thing.

Here's the distinction that separates high-performers from the rest:

𝟭) 𝗪𝗵𝗮𝘁 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲 𝗜𝘀𝗻'𝘁:

✕ Blanket cost-cutting that stifles growth
✕ Playing defence when you should be strategic
✕ Defaulting to 'no' without analysing trade-offs

𝟮) 𝗪𝗵𝗮𝘁 𝗜𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗜𝘀:

✓ Clarity in capital decisions (fewer choices, better outcomes)
✓ Precision in measurement (track what predicts success)
✓ Control that enables speed (not bureaucracy that slows it)

💡 Companies with clear KPI targets are 2x more likely to succeed in transformation initiatives (McKinsey).

𝟯) 𝗪𝗵𝗮𝘁 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝗢𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻𝘀 𝗕𝘂𝗶𝗹𝗱:

↳ Real-time cash visibility through integrated systems
↳ Decision frameworks driven by scenario modelling, not instinct
↳ Intentional capital allocation with measurable ROI gates

💡 Digital transformation matters here: Organisations leveraging advanced analytics reduce operational issues by 35% whilst improving forecasting accuracy by 40%.

𝟰) 𝗪𝗵𝗮𝘁 𝗗𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 𝗗𝗼 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗹𝘆:

↳ Maintain cash reserves as strategic optionality (not just safety)
↳ Align spending to 5-year value creation, not quarterly results
↳ Invest with conviction when the data validates the thesis

𝟱) 𝗧𝗵𝗲 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗘𝗱𝗴𝗲:

↳ You deploy capital when competitors don't
↳ You move faster because your foundation is strong
↳ You create options whilst others watch theirs struggle

- - - 

💡 Only 36% of CFOs feel confident driving AI impact.

The winners in 2026 combine financial discipline with digital capability to outperform, outlast, and out-invest their category.

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CEO's who delegate effectively generate 33% more revenue.

Yet most founders never make that transition.

12 habits that separate those that do it well:

𝟭) 𝗣𝗮𝘂𝘀𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗥𝗲𝘀𝗽𝗼𝗻𝗱𝗶𝗻𝗴
↳ 24-hour rule on major decisions prevents costly reactive choices

𝟮) 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝗗𝗲𝗲𝗽 𝗪𝗼𝗿𝗸 𝗧𝗶𝗺𝗲
↳ Block 3-hour windows for strategic thinking

𝟯) 𝗔𝗰𝘁 𝗤𝘂𝗶𝗰𝗸𝗹𝘆 𝗼𝗻 𝗥𝗲𝘃𝗲𝗿𝘀𝗶𝗯𝗹𝗲 𝗖𝗮𝗹𝗹𝘀
↳ If you can undo it in 48 hours, decide today

𝟰) 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝘁𝗵𝗲 "𝗪𝗵𝘆"
↳ Context creates ownership faster than detailed instructions

𝟱) 𝗛𝗶𝗿𝗲 𝗦𝗹𝗼𝘄𝗲𝗿 𝗧𝗵𝗮𝗻 𝗬𝗼𝘂 𝗪𝗮𝗻𝘁 𝗧𝗼
↳ Bad hiring decisions cost a hell a lot more than getting things right.

𝟲) 𝗥𝗲𝗳𝗹𝗲𝗰𝘁 𝗪𝗲𝗲𝗸𝗹𝘆
↳ 30 minutes reviewing what moved the needle vs what *felt* urgent

𝟳) 𝗗𝗲𝗹𝗲𝗴𝗮𝘁𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗬𝗼𝘂'𝗿𝗲 𝗥𝗲𝗮𝗱𝘆
↳ If you can teach it, someone else should own it

𝟴) 𝗧𝗿𝗮𝗰𝗸 𝗢𝗻𝗲 𝗖𝗼𝗿𝗲 𝗠𝗲𝘁𝗿𝗶𝗰
↳ Revenue per employee, customer lifetime value, or monthly burn rate

𝟵) 𝗦𝗮𝘆 𝗡𝗼 𝗠𝗼𝗿𝗲 𝗧𝗵𝗮𝗻 𝗬𝗲𝘀
↳ Every yes to the wrong thing is a no to what matters

𝟭𝟬) 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀
↳ Future you will thank present you for recording the reasoning

𝟭𝟭) 𝗔𝗱𝗱𝗿𝗲𝘀𝘀 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗘𝗮𝗿𝗹𝘆
↳ Small issues compound faster than revenue in scaling businesses

𝟭𝟮) 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗬𝗼𝘂𝗿 𝗢𝘄𝗻 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴
↳ Founders who read 12+ business books annually outperform by 23%

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💡 Which habits do you find most effective?

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Most companies tolerate their internal technology.

10 Harsh truths that make this an awkward conversation:

1/ Most recurring tasks already have a critical human dependency

2/ Very few people inside the org understand how the tech works

3/ IT departments are always overworked and under resourced

4/ Lack of ROI on existing tech make Board's nervous about investing

5/ Each department has a different view of how tech should be used

6/ Tech ends up being managed by everyone but owned by no-one

7/ Off-the-Shelf is too basic, bespoke is too expensive - now what?

8/ Amazing technology that sits on poor data is a recipe for disaster

9/ Data and cyber security measures are seen as 'restrictive' to growth

10/ As soon as an investment is made, a newer version of the tech is released

- - - -

All of this, whilst needing to have a coherent AI strategy.

💡 Which of the above resonate with you?

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AI in Finance

10 Free Courses to get you started.

This is the uncomfortable reality facing finance leaders today.

AI investment priorities jumped from 43% to 64% among finance executives between 2025 and 2026.

Yet only 14% see measurable ROI from their AI spend.

Here are 10 free courses that will help bridge the knowledge gap: 

1️⃣ AI Fundamentals in Financial Services
↳ Evaluate vendor claims about fraud detection before signing £500K+ contracts
↳ Coursera → https://lnkd.in/ezXzWd3v

2️⃣ Machine Learning for Trading
↳ Understand algorithmic strategies that automate 60% of trading decisions in under 18 months
↳ Coursera → https://lnkd.in/etRmbaM6

3️⃣ Artificial Intelligence in Financial Planning
↳ Scale wealth management to 10x client capacity without expanding headcount by 2026
↳ Coursera → https://lnkd.in/eCFqS6A6

4️⃣ AI in Financial Services: Foundations Through Future Trends
↳ Navigate open banking disruption that threatens 40% of traditional revenue streams
↳ Coursera → https://lnkd.in/e-fb5NR9

5️⃣ Free AI in Finance Masterclass (CFTE)
↳ Master capital markets automation before it eliminates 70% of traditional trading margins
↳ CFTE → https://lnkd.in/eJn6hA8x

 6️⃣ ChatGPT for Finance
↳ Automate financial modelling to recover 25+ hours weekly for strategic decision-making
↳ Great Learning → https://lnkd.in/eyty2KJS

 7️⃣ AI in Personal Finance & Investments
↳ Generate investment insights that outperform traditional analysis by 35% within 6 months
↳ Alison → https://lnkd.in/ePxnnVNU

8️⃣ AI for Fintech & Financial Innovation
↳ Implement payment automation before fintech startups capture your high-value clients
↳ edX → https://lnkd.in/efUMUgmp

9️⃣ Deep Learning & Neural Networks for Finance
↳ Build risk models that predict market corrections 3-6 months before traditional indicators
↳ Udacity → https://lnkd.in/eQstXqhV

 1️⃣0️⃣ Applied AI with Python for Finance
↳ Create trading algorithms that execute in milliseconds whilst human decisions take minutes
↳ FutureLearn → https://lnkd.in/eygwrX62

- - - 

♻️ Repost this to help others in your network ♻️

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📌 Follow me, Asif Ahmed for more insights
📌 Accounting, Digital Transformation, Salesforce, NetSuite & Cyber
✒️ Specifically for: Fast Scaling investor-backed founders & CFOs

Every CFO thinks they're evolving.

Most are just getting busier

The brutal reality? 

Leading digital transformation is now the top CFO priority (Gartner 2024), yet 75% of finance leaders are still catching up (American Express 2024).

Here's the 5-Stage CFO Evolution Map that reveals where you actually are:

Do you agree?

𝟭/ 𝗧𝗵𝗲 𝗢𝗽𝗲𝗿𝗮𝘁𝗼𝗿 𝗖𝗙𝗢
↳ Drowning in month-end close chaos
↳ Manual processes consuming 80% of capacity  
↳ Reactive firefighting becomes your identity
↳ Digital catalyst: Cloud accounting + automated reconciliations free up 40+ hours monthly

𝟮/ 𝗧𝗵𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 𝗖𝗙𝗢  
↳ Building your first finance team structure
↳ Standardising processes for scalability
↳ KPI dashboards replace gut-feel decisions
↳ Digital catalyst: Workflow automation eliminates 60% of manual approvals

𝟯/ 𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗙𝗢
↳ Forecasting becomes more valuable than historical reporting  
↳ True partnership with CEO on growth strategy
↳ Financial models drive every major decision
↳ Digital catalyst: Predictive analytics transforms budgeting from quarterly guesswork to dynamic planning

𝟰/ 𝗧𝗵𝗲 𝗖𝗮𝗽𝗶𝘁𝗮𝗹 𝗖𝗙𝗢
↳ Mastering capital structure optimisation
↳ Leading M&A evaluation and integration  
↳ Unit economics expertise drives valuation
↳ Digital catalyst: AI-powered capital allocation models and automated investor reporting

𝟱/ 𝗧𝗵𝗲 𝗟𝗲𝗴𝗮𝗰𝘆 𝗖𝗙𝗢
↳ Finance function operates independently
↳ Developing next-generation finance leaders
↳ Institutionalising long-term value creation
↳ Digital catalyst: Autonomous finance operations with human oversight on strategic decisions only

- - -

𝗧𝗵𝗲 𝗽𝗮𝗿𝗮𝗱𝗼𝘅: 

63% of CFOs are boosting digital budgets to work smarter, not 'more' but they can't pull themselves out of the 'job' to do it successfully.

🔥 Does that sound familiar?

♻️ Repost to help others in your network ♻️

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📌 Follow me, Asif Ahmed for more insights
📌 Accounting, Digital Transformation, Salesforce, NetSuite & Cyber
✒️ Specifically for: Fast Scaling investor-backed founders & CFOs

Former CFO turned Business Coach | Award-Winning 3x Founder | Solo founders... come join my world. Growth doesn't have to be so hard (I promise).

Most service founders hit a ceiling around 20-30k months.

Not because they or the business aren’t capable, but because what gets you to 25k won't get you to 50k and beyond.

Here's what I know after working with 200+ founders over three years:

The businesses that break through don't work harder - they get radically clear on their numbers, build systems around what actually works and extract the founder from doing everything.

My background:

I spent over a decade as a CFO for high-growth startups scaling into tens of millions. I've also built multiple businesses of my own - from restaurants to product brands.

That journey taught me something crucial: sustainable business growth requires both CFO-level financial rigour and proven operational systems.

Most business coaches will look at your revenue and say "you need more sales." I look at your P&L and see that your people cost percentage is at 68% - which means even if you doubled revenue tomorrow, you still wouldn't have the margin to scale.

That changes everything about what you need to focus on.

I created CALMM to bridge this gap.

It's a 6-month framework that combines financial clarity with operational structure - so founders know exactly what to build and how to build it.

We work on: 

→ Creating capacity (time, profit, mental bandwidth) 
→ Getting clear on what you're actually building 
→ Doubling down on what's profitable 
→ Building systems that protect quality 
→ Installing rhythms that drive sustainable growth

I work with service founders who:

- Are consistently at 20-35k months
- Are stuck doing too much client work themselves
- Have small teams (1-3 people) that can't operate without them
- Get most new business through referrals
- Are ready to face their numbers honestly and execute systematically

If you're tired of guessing and ready to build a business that actually works without you doing everything, let's talk.

📩 DM me or visit theabrook.com

Thea Brook, CMA

Chapel update: I don’t talk about it often but 2 years ago we bought and moved into a 200 year old chapel.

Not a renovated chapel I might add. An actual chapel.

We bought it at auction (terrifying), we decided 5 days before the auction so had no time to do proper checks on it (terrifying/stupid) and Andy hadn’t even been to it.

As it was still a chapel when we moved in:

For the 1st 6 months we had no kitchen.
For the 1st 14 months we had no bathroom.
Until last month we had no heating.

Camping is probably the best way to put it 😂

Last year, we tackled the parts of it that weren’t in great condition - it wasn’t the fun part of a project like this but now all the basics are solid we can do more of the fun stuff.

📸 Here’s the main chapel room and the before and after of one side room…

I feel like a Sunday series on the chapel might be incoming. Might break up of the AI platitudes a bit!

Former CFO & 3x founder | I help founders break the 30k ceiling (with systems, structure & financial confidence) | Get started for free below

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3 years ago today I was told an aneurism in my brain had burst and I needed surgery to stop the haemorrhage.

I was high on allllll the drugs and still felt like someone was trying to pull my skull in two.

It was wild.

I was very lucky. The ambulance had got to me quickly, and the team at Addenbrookes were amazing.

Weirdly, I couldn’t open my eyes for most of my time there so I didn’t even see the people who helped me.

All I could do was touch them and keep saying thank you.

We must never forget how lucky we are to have free, life-saving medical care in this country.

And we must never forget how lucky we all are to be here. I know I sure am.

Sending out a lot of love to everyone on the services today.

We owe you so much 🙏🏼❤️

Years ago I didn’t make time to just be. I was ‘too busy’ building a business. And I thought that was normal.

Man… all the living I now realise I missed.

One of the most impost things you can learn as a business builder is this.

Actively and intentionally resting your mind on the regular boosts your chances of success by 1,369,542,368%

Get out, come rain or shine
Go see your family
Hug your friends

And be fully present while you’re at it.

Happy Sunday y’all.

*official stat from The 2026 IMadeThisUp Report

P.S. Who’s been getting out in the miserable English winter? We did 2hrs walking in the rain on Friday 😍☔️

I’m hiring: a marketing coach and a finance coach - to come and support the brilliant founders I work with.

Here’s what I’m looking for…

MARKETING COACH

You’re data-driven and great at building streamlined funnels. You understand the important of customer insights and buying psychology. You believe less is more and you love working with passionate founders to grow their reach and impact.

FINANCE COACH

You likely have a CIMA qualification and have worked in business partnering roles. You have a commercial mind and know how to help non-financial folk make sense of their numbers in a way that means they feel confident and can take action. You’re very comfortable with Xero and Excel.

These are part time, freelance roles, working predominately with scaling, service-based businesses.

If you (or anyone you know) could be a good fit, please DM me 🙏🏼

I’m closing group coaching program for new members this Friday at 3pm UK time. For good.

If you’ve been considering joining, now is the time.

Strategic Growth is my original coaching programme. For the past two years, it’s helped over 50 founders get clear on what they’re actually building, get into their numbers properly and make real progress on the operational shifts that move revenue without adding more hours.

But I’m moving my focus entirely to CALMM, my premium programme for founders ready to scale past 30k months systematically. 

Strategic Growth has done its job. 
Now it’s time to close this chapter.

The group continues with whoever’s inside it come Friday. If you’ve been thinking about joining, this is your last chance.

What you get inside:

✅ The Complete Strategic Growth Framework - the exact methodology I’ve used with founders to double revenue, boost profits and reclaim time

✅ Your Own Bespoke Growth Roadmap based on what your business actually needs

✅ Weekly Coaching & Implementation Sessions where we work through your specific challenges in real time

✅ Expert Masterminds with hand-picked specialists in marketing, sales, operations, and finance

✅ Comprehensive Tool Library - templates, frameworks, and resources you can use immediately

✅ Private Community of other founders committed to strategic growth

✅ Direct Access to Me - one full day every week dedicated to this group

The investment: £1,200 for six months (or £225/month)

Once Strategic Growth closes, this level of support won’t be available at this investment level again. CALMM is £9,000 for six months. If you’re not quite ready for that but you know you need help building on solid ground, this is your opportunity.

This isn’t for everyone. If you’re looking for overnight success or shortcuts, this won’t work for you.

But if you’re committed to building something sustainable and profitable while reclaiming your time and sanity - apply here: https://tally.so/r/zxMMKk

P.S. There’s a massive FAQs doc inside the link if you still have questions

Who wants to co-work / live with me in Bali for a month? Genuine question.

Last year, I spent a few weeks working from Bali and it was insanely good for me.

✔️ sunshine
✔️ (delicious) healthy food
✔️ yoga / Pilates / gym
✔️ surrounded by creatives

I was the healthiest I’ve been in years and progress on my business was effortless.

I plan to do the same from 
early April for at least a month.

The apartment I want to rent sleeps 3.

I’d love to spend this time 
with 2 other people building 
something they care deeply about.

We did this last year, all on our own schedule, but coming together for 
the odd coffee, dinner or cowork.

It was perfect.

DM me if you’re seriously interested ☀️🌴

Hidden inside your business, you already have the key to scaling faster with half the stress. You just haven't found it yet.

I see this pattern constantly with six-figure founders. 

They've built solid businesses, but growth has 
stalled because the work is too scattered to scale.

Here's what they're missing: somewhere in their past projects, there's a clear pattern. The work that energised them, made solid profit, got incredible results and created raving fans.

Once they find it, sales get easier, pricing 
becomes defendable, delivery gets smoother.

That's the work worth scaling.

In my latest YouTube video I take you through my full process to find yours, worksheets 'n' all.

Link here to watch: https://lnkd.in/es26MrBs

"We had a great month last month."
"Oh brilliant — what made it great?"
Pause.

"Well... revenue was up."

"What drove that? Was it a particular service? New clients or existing ones spending more? Higher margins or just more volume?"


Longer pause.




This conversation happens constantly. 

Founders can tell me they had a good 
month, but they can't tell me why. Which 
means they've got no idea how to repeat it.

The same thing happens when growth stalls. 

"We've been stuck at 30k for six months." 

But when I ask what's changed or where the blockage actually is, there's just... guessing.

This the best way I can describe the visibility 
problem I see in busy, growing businesses.

I've just put out a video on the three most common visibility gaps I see keeping founders stuck at this level - the ones that mean you can't tell a good month from a lucky one, or spot what's blocking growth before it costs you another six months.

If you've had that "I don't actually know" moment more than once lately, watch this: https://lnkd.in/e8At44mU

P.S. Do you find yourself feeling like you don’t want to look because you don’t want to know?

If you're not loving your business despite it technically 'working', i.e. it's generating revenue and people love your products/services, my guess would be that this is the issue:

The business you've built doesn't match the business you actually want.

Here's what I've learned working with hundreds of founders: gratitude and misalignment can exist at the same time.

You can be proud of what you've built 
and still recognise it's not what you want.

You can feel successful from the outside 
and still dread Monday mornings. 

You can be hitting revenue targets and 
still fantasise about shutting it all down.

And the worst part? 

You feel guilty for feeling this way. 

Because you've built something 
that works. People depend on you. 

Shouldn't you just be grateful?

But alignment isn't a luxury you figure out once the business is successful. It's the foundation that makes success feel like something worth having.

Taking time to get clear on what you actually want feels slow. It feels like you're not making progress while everyone else is charging ahead.

But pushing forward with misalignment is the slowest thing of all. Because you can work incredibly hard for years and end up somewhere you never wanted to be in the first place.

Today’s episode of Faster. Slower. explores what alignment really means and how to get started if yours is feeling out of whack. 

Listen here on Spotify: https://lnkd.in/e3duf5rN
Here on Apple: https://lnkd.in/eumu_hPA

P.S. Listen to podcasts on another platform? Let me know what it is and we’ll try to add it!

If I was to host a business retreat at the chapel in the spring, what would you vote for?

Yesterday, I shared some progress shots of the chapel I bought 2 years ago and a number of people messaged me to say WHEN ARE YOU HOLDING A RETREAT HERE??

And I thought: fuck it, why not.

So, I’m curious - what would you be more drawn to?

Option 1: more business / tactical i.e. come away with various tangible actions nailed like your offer refined, your financial forecast working, your content mapped for 3 months, etc.

Option 2: more big picture thinking / strategy mixed with zen, spa vibes.

Option 3: one very focused end-to-end mission ie “launch your podcast in 3 days”.

Whatever we go for it’ll definitely include:

☀️ long countryside walks / deer spotting
☀️ jacuzzi time
☀️ deep, open talks on founder life
☀️ soul nourishing food
☀️ business challenge hot seats
☀️ guest sessions (topics tbc depending on the outcome of the poll)

Any and all other ideas welcome!

The author can see how you vote. Learn more

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