In this episode of The Woodard Report Podcast, Joe Woodard and Heather Satterley dig into a timely and tactical topic: how to get the most out of the upcoming accounting conference season. Whether you’re heading to Scaling New Heights, AICPA Engage, or a regional event, they offer actionable strategies to turn conference attendance into a meaningful return for your practice.
Most attendees leave ideas behind
Heather kicks off the conversation with a surprising stat:
“Only 12 to 25% of conference attendees actually implement even one new idea that they get from an event.”
The culprit? Lack of planning. With so much going on at conferences, it’s easy to have a great time—but not move the needle in your business.
Heather walks through key factors to consider before you register:
Joe adds that Scaling New Heights and AICPA Engage offer the broadest vendor reach, while smaller events like Accounting Today Growth Forum offer more intimate networking.
Heather and Joe outline their tried-and-true framework for focused learning:
They encourage attendees to write these down in advance, pace themselves, and embrace their own personality style—especially if you're introverted.
“Be your authentic self,” Joe says. “Some people get energy from socializing; others need time alone to recharge. Know what works for you.”
Heather encourages listeners to step out of their comfort zones during lunches, socials, and exhibit hall mingling.
“Sit with people you don’t know. Ask, ‘Where are you from?’ or ‘What’s your practice focus?’ That’s how lasting business friendships start.”
Her own long-time friendship with Liz Scott began at Scaling New Heights, simply by striking up a conversation.
Joe’s book pick this week is Immunity to Change by Robert Kegan and Lisa Laskow Lahey. The book explores why change is so difficult—even when we want it—and introduces a four-column model for surfacing the unconscious “immune system” that resists growth.
“If you’re stuck despite genuine intention and effort,” Joe explains, “the problem may not be resistance—it may be protection.”
Joe’s pick: From Much Ado About Nothing
“Silence is the perfectest herald of joy.”
Heather’s pick: From Battlestar Galactica
“Just because you don’t know your direction doesn’t mean you don’t have one.”
Heather recommends Nancy McClelland’s two-part piece on 21 lessons from serving on conference speaker committees for anyone wanting to speak at accounting events.
As Heather and Joe gear up for Scaling New Heights, they invite listeners to be intentional, be authentic, and above all—take action.
“The whole point is not just to attend the conference,” Joe says. “It’s to leave and make it so.”
🎧 Listen to The Woodard Report Podcast Episode 122: Maximizing ROI at Accounting Conferences at woodard.com/podcast and wherever you stream podcasts.
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