What Founders Need Isn’t Advice. It’s Understanding

Last week, I had the privilege of learning from Dennis Ross, founder of Story Elevate, in a workshop that fundamentally shifted how I think about writing, leadership, and service.

As Dennis said:

“Words weren’t created to describe what exists. They were created to bring into existence what does not.”

That landed deeply. Because in the world of business strategy, finance, and advisory work, it’s easy to fall into the trap of thinking our job is to explain.

To explain cash flow. To explain profit margins. To explain what’s going wrong and how to fix it.

But founders don’t come to us for more explanations. They come to us for clarity. They come to us for confidence. They come to us to feel understood.

Because being a founder can be isolating. Especially when you’re the one making payroll, managing growth, juggling pressure, and silently wondering if you’re the only one who feels like this.

The truth is, most founders aren’t lacking insight. They’re lacking resonance.

And that’s where real communication begins.

Dennis talked about the legislative power of words — not to report on what’s true, but to create what could be. He taught us that story is not what happened. It’s what happened because of what happened.

When we share the story of business not just as a timeline, but as a transformation... When we write not to profile ourselves, but to mirror the reader’s truth... When we speak not to impress, but to express a shared experience...

We stop being service providers. We become guides.

That’s what I strive to do through FAST PROFITS. Yes, I teach founders to plan, forecast, measure, and perform. But beneath all of that, what I really offer is a structure that says:

“You’re not wrong. You’re not broken. And you’re not alone.”

When your numbers make sense, your decisions get sharper. When your strategy reflects reality, your growth becomes sustainable. When your business model is profitable, your life gets lighter.

So here’s what I’m sitting with today:

• What if the most valuable thing we can give isn’t advice?
• What if it’s not tactics, tools, or even frameworks?
• What if it’s understanding?

Not just understanding of our clients — but helping them understand themselves, their numbers, their vision, and their power.

That’s what I’m here for. That’s what I’m building.

And if you’re a founder who’s ready for a different kind of clarity — one that doesn’t feel heavy, but empowering — you know where to find me.

Joan Adams

BA (Hons) ACMA, CGMA

Chartered Management Accountant, Fractional CFO