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Been a while since I reintroduced myself.
I write about CFO craft under The Secret CFO pseudonym.
Initially, that pseudonym gave me the freedom to talk about the CFO world in a way I never could with my name and company attached... and I guess it just stuck.
- Path: Big 4 ā FP&A ā Controller ā Corp Dev ā CFO (+ a few detours since)
- Experience: 25 years in finance, more than half of those in CFO roles
- Scale: Last CFO role as Group CFO in a $4bn revenue business
- Specialism: Special situations. High leverage, complex balance sheets, operational turnarounds and refinancings
- Transactions: 20+ M&A deals, integrations, exits, and major transformations
- Industries: Mature, 'real-world' businesses. Manufacturing, agriculture, hospitality, CPG, retail. Thin margins, operational complexity, high stakes.
A couple of years ago, I stepped away from the CFO seat for what I thought would be a year or so break. I had 20 yearsā worth of handwritten notebooks full of things Iād learned, mistakes Iād made, frameworks Iād built, and lessons I wished somebody had taught me earlier. So I started writing them up and sharing them through my email newsletter.
As Steve Jobs once said, āYou canāt connect the dots looking forward. You can only connect them looking backwards.ā The more I wrote up, the more I shared. The more I shared, the more my platform grew.
And along the way I discovered I really love codifying and then teaching this stuff. Iād always enjoyed developing people in the teams I built. But suddenly, I could do it, at scale, for people I had never even met.
I started getting unsolicited emails from people who had landed their first public-company CFO job, completed a PE exit, escaped a boardroom bear trap, or simply made a better capital decision helped by one of the Playbooks I have written.
It humbles me every time. And it's addictive...
Iāve now written more than 500,000 words about the craft of being a CFO. Some came straight from those old notebooks. Some emerged from trying to make sense of a careerās worth of experience. And plenty has come from what I continue to learn from the incredible finance leaders I talk to everyday.
So, thatās why Iām here...
To codify the craft of finance leadership. To challenge and improve the fundamental ideas. And to put that context into the hands of the humans and machines building the finance function of the next decade.
It's an honor, thanks for following along.
The Secret CFO retweeted
"I've been in rooms with too many finance people before. It's dangerous because the wrong things can end up dominating the conversation.
Most business problems are ultimately solved through better products, better marketing, and better sales.
Finance is a vehicle to help make that happen, not an end in itself."
-- wise words from @SecretCFO
[Two related ideas:
1) everyone, in particular those in finance, tends to over-emphasise things that are easy to measure (like marketing spend), and under-emphasise things that are hard or impossible to measure (like your brand value) which often leads to large errors
2) "The map is not the territory" -- what we see in finance on dashboards, in the P&L, is always an abstraction or representation of the business, not the business itself]
The Secret CFO retweeted
Reminds me of the guy that said he was going to open a dog training school called Harvard so all their MBAs would forever have to say āno⦠the one for humansā
Reminds me of the guy that said he was going to open a dog training school called Harvard so all their MBAs would forever have to say āno⦠the one for humansā
Inspired @SecretCFO ššā
cfosecrets.io/p/too-busy-to-ā¦
The Secret CFO retweeted
On the a16z piece on the rise of the engineering / builder CFO.
There are some great ideas there. But some points are viewed through a stunningly narrow lens. I find that a little unambitious given the size of the opportunity in front of us.
First, two things they definitely get right:
1) AIās ability to make sense of messy data is a HUGE inflection moment for finance. Every bit of finance transformation advice always starts with āsort out your dataā. Any idea how fucking hard that is? Teams have been grinding away on transformation and data hygiene projects for years. They often move slower than the businesses theyāre supposed to support. AI unlocks the potential to destroy the biggest barrier to modernization of the CFOās office.
2) Finance engineering is real, and should be thoughts of as a new core capability any ambitious finance team needs. The days of the systems accountants being the most tech-savvy people in the finance team, are thankfully ending. Real builders at the intersection of finance and engineering are worth their weight in gold and about to get more valuable. This is exciting, especially for smart young ambitious pros.
Beyond that, much of the rest of the piece only makes sense through a software industry lens.
It has the energy of tech people talking to other tech people about tech companies who sell to other tech companies. (Note - for the record, Iāve worked with some of the a16z portfolio companies mentioned in the piece, who definitely have the capability and appetite to serve outside tech.)
For example, the piece talks about finance going from 5% of company headcount as standard, to 2%. In my last role, we had 1.5% of headcount in finance. We weren't especially efficient, it's just a function of the headcount dynamic for the industry I was in.
So, unfortunately this falls into the trap that so much commentary on finance from the software industry does. It forgets that most companies are not tech companies. And therefore, most CFOs are not tech CFOs.
Software finance is characterized by being scalable with a supersonically simple P&L structure (which goes to the finance capability you need.)
I think it was Ben Horowitz himself who said that the biggest difference with hardware is "you need a much better CFO than in software."
Yeah ... thatās because the economics of a hardware business looks more like conventional manufacturing than it does software.
Now some of this has changed lately of course, as software consumes more AI, it takes on more of AIās economics too; token costs, compute versus human decisions, usage-based pricing. More complicated margins and planning dynamics than before.
But take a petrochemicals manufacturer, as example. They are dealing with feedstock prices, energy costs, production yields, plant utilization and selling prices moving together, by the day. And always has done.
Now imagine doing that across a few hundred or a few thousand SKUs. Think about the dimensional complexity that brings.
That makes the story much harder to find, to tell, and then ultimately to fund. Imagine what they could do with better tooling.
So when the piece says (for example) finance can look forward to a "bigger mandateā, including pricing, capital allocation and people-versus-software decisions ... Iām a bit stunned. Any half-capable CFO I know would either be in the room when decisions of that financial magnitude were made. Or beating down the door to get in.
And then thereās the framing of successive CFO eras: accounting, fundraising, FP&A / business planning, and now building. They acknowledge that the dimensions of a great CFO have endured. But the framing still jars.
These arenāt things that most businesses have had the luxury of choosing between. I worked for CFOs twenty years ago who were incredible at controls, fundraising and business planning all at the same time.
So, when I read things like that, I donāt see an evolution⦠it feels more like catching up?!
Now ⦠where plenty of finance teams outside tech ARE lagging is in the software available to them.
Take that multisite petrochemicals business. Give it four different legacy ERP systems and years of workarounds holding everything together.
The finance team is still delivering what the business needs despite poor, inflexible software. Impossible implementation conditions. So it's much slower and more manual than they need and would like.
This is where AIās ability to work with messy data gets really exciting. Helping bridge those systems and workarounds could finally let teams make progress on problems that have defeated successive generations of transformation programs.
There is a world of businesses out there hostage to the legacy ERP industrial complex. I hope the investors and builders powering the next generation of CFO Tech have those businesses front of mind.
Because the TAM is far bigger than the one on their doorstep.
This is very good. Great exercise in thinking about good governance from first principles. Best business book Iāve read in quite some time.
Bravo @ericries
On the a16z piece on the rise of the engineering / builder CFO.
There are some great ideas there. But some points are viewed through a stunningly narrow lens. I find that a little unambitious given the size of the opportunity in front of us.
First, two things they definitely get right:
1) AIās ability to make sense of messy data is a HUGE inflection moment for finance. Every bit of finance transformation advice always starts with āsort out your dataā. Any idea how fucking hard that is? Teams have been grinding away on transformation and data hygiene projects for years. They often move slower than the businesses theyāre supposed to support. AI unlocks the potential to destroy the biggest barrier to modernization of the CFOās office.
2) Finance engineering is real, and should be thoughts of as a new core capability any ambitious finance team needs. The days of the systems accountants being the most tech-savvy people in the finance team, are thankfully ending. Real builders at the intersection of finance and engineering are worth their weight in gold and about to get more valuable. This is exciting, especially for smart young ambitious pros.
Beyond that, much of the rest of the piece only makes sense through a software industry lens.
It has the energy of tech people talking to other tech people about tech companies who sell to other tech companies. (Note - for the record, Iāve worked with some of the a16z portfolio companies mentioned in the piece, who definitely have the capability and appetite to serve outside tech.)
For example, the piece talks about finance going from 5% of company headcount as standard, to 2%. In my last role, we had 1.5% of headcount in finance. We weren't especially efficient, it's just a function of the headcount dynamic for the industry I was in.
So, unfortunately this falls into the trap that so much commentary on finance from the software industry does. It forgets that most companies are not tech companies. And therefore, most CFOs are not tech CFOs.
Software finance is characterized by being scalable with a supersonically simple P&L structure (which goes to the finance capability you need.)
I think it was Ben Horowitz himself who said that the biggest difference with hardware is "you need a much better CFO than in software."
Yeah ... thatās because the economics of a hardware business looks more like conventional manufacturing than it does software.
Now some of this has changed lately of course, as software consumes more AI, it takes on more of AIās economics too; token costs, compute versus human decisions, usage-based pricing. More complicated margins and planning dynamics than before.
But take a petrochemicals manufacturer, as example. They are dealing with feedstock prices, energy costs, production yields, plant utilization and selling prices moving together, by the day. And always has done.
Now imagine doing that across a few hundred or a few thousand SKUs. Think about the dimensional complexity that brings.
That makes the story much harder to find, to tell, and then ultimately to fund. Imagine what they could do with better tooling.
So when the piece says (for example) finance can look forward to a "bigger mandateā, including pricing, capital allocation and people-versus-software decisions ... Iām a bit stunned. Any half-capable CFO I know would either be in the room when decisions of that financial magnitude were made. Or beating down the door to get in.
And then thereās the framing of successive CFO eras: accounting, fundraising, FP&A / business planning, and now building. They acknowledge that the dimensions of a great CFO have endured. But the framing still jars.
These arenāt things that most businesses have had the luxury of choosing between. I worked for CFOs twenty years ago who were incredible at controls, fundraising and business planning all at the same time.
So, when I read things like that, I donāt see an evolution⦠it feels more like catching up?!
Now ⦠where plenty of finance teams outside tech ARE lagging is in the software available to them.
Take that multisite petrochemicals business. Give it four different legacy ERP systems and years of workarounds holding everything together.
The finance team is still delivering what the business needs despite poor, inflexible software. Impossible implementation conditions. So it's much slower and more manual than they need and would like.
This is where AIās ability to work with messy data gets really exciting. Helping bridge those systems and workarounds could finally let teams make progress on problems that have defeated successive generations of transformation programs.
There is a world of businesses out there hostage to the legacy ERP industrial complex. I hope the investors and builders powering the next generation of CFO Tech have those businesses front of mind.
Because the TAM is far bigger than the one on their doorstep.
For those that didn't see the OP. See below. (I haven't been on X for a couple of days so only just now reading it, and these are my initial reflections).
xitter.cf/seema_amble/status/210ā¦
Anybody else being forced to migrate bank accounts from Choice to Column by @mercury ? Presumably the same thing will happen again once Mercury has their own bank.
Hard to think of a less start up friendly thing for a bank (yes I know itās not a bank) to do than force its users to change its operational bank account details twice in short orderā¦
I once thought a sheet of A3 paper could run my life.
To be fair, for about ten years it did.
Then I got a bigger role and within four weeks the job had absolutely f*cking destroyed it.
Turns out there is a point where the sheer breadth of the CFO job overwhelms even a pretty good productivity system. Performance. Cash. Board. Banks. Shareholders. People. Projects. Bondholders. M&A. Transformation. Ratings Agencies. Systems. Controls. Plus whatever fresh bullshit that day would serve up.
And then there was that dental appointment I had to book ... when was I going to do that?! I soon realized I needed a more sophisticated and deliberate system for working.
So this month I'm announcing the October series of The Secret CFOās Playbook: The CFO Operating System
It's about how you actually run yourself as a CFO:
- How you decide what gets your attention.
- When to stay high and when to dive into the weeds.
- How you organize your time around very different types of work.
- How you carry an absurd amount of context without relying on your own memory.
And increasingly, how you codify all of that so AI can help you do it better
Over the next five weeks, Iām going to share the system and principles Iāve built over the years, including what Iām changing now.
Starting Saturday...
Week I ā The CFO Operating System
- A personal story
- Why the system that got you here might not work for the job you have now
- How to know whether your current setup is actually helping or failing you
- The two dimensions of attention I think CFOs need to master
Week II ā The Four Es
- Why āCFO workā is actually four very different kinds of work
- Which type eats all the available space
- What gets squeezed out first when things get busy
- How to know whether youāre in the right mode at the right time
Week III ā Running Hot
- Setting your core rhythm; daily, weekly, monthly, quarterly, annually
- How to create capacity to react
- Managing altitude control and attention quality
- How Iām using AI to help
Week IV ā Too Much Information
- What information a CFO actually needs to keep close
- What should live in your head, and what absolutely shouldnāt
- How to stop becoming the memory system for the whole finance function
- How context should move through you and your team
- Where AI starts to change the game
Week V ā My Personal Calendar
- What my own CFO operating system actually looked like in practice
- What was fixed, what moved, and what I deliberately left empty
- How the theory from the first four posts actually showed up in a real week
- What Iād do differently now
If you want the Playbook, itās free to you...
You just need to sign up to receive The Secret CFO newsletter here:
cfosecrets.io/
The Secret CFO retweeted
Let's talk about the much fabled zero-day / continuous close for finance teams.
Today, a three-day month-end close is absolutely world class.
In a complex organization, getting there can take years of transformation work, flawless systems and processes, not to mention phenomenal talent and discipline.
And even then...
Three days is still a long lag for numbers on something thatās already happened.
So two things can be true at once:
1. Closing the books quickly is incredibly difficult to do well.
2. No matter how fast we do it, it is still unacceptably slow.
Why?
Strip accounting right back and every core transaction cycle starts with an economic event. Financeās job is turning that event into something accountable and reportable.
- First comes the core transaction record: who, what, how much, and when?
- Then comes attribution and timing: which entity, cost center, project, or product? CapEx or OpEx? Which period? What was it actually for?
- And finally comes repair and reporting: accruals, reclasses, allocations, reconciliations, true-ups, manual journals, and mappings into management reporting.
The further the transaction travels without carrying the right accounting and metadata with it, the more work explodes around it.
Which leads to... the Cone of Accounting Bullshit.
A single economic event can be estimated, accrued, reversed, coded, reclassified, allocated, and remapped half a dozen times before it becomes useful information.
Meanwhile, if weād captured the accounting, timing, and metadata properly at source, we could have got it right once and left the bloody thing alone.
The zero-day close will belong to those who invest in upstream technology and process innovation that starves the cone of accounting bullshit of the oxygen it needs to grow.
I wrote more about this here: cfosecrets.io/p/is-double-enā¦
Let's talk about the much fabled zero-day / continuous close for finance teams.
Today, a three-day month-end close is absolutely world class.
In a complex organization, getting there can take years of transformation work, flawless systems and processes, not to mention phenomenal talent and discipline.
And even then...
Three days is still a long lag for numbers on something thatās already happened.
So two things can be true at once:
1. Closing the books quickly is incredibly difficult to do well.
2. No matter how fast we do it, it is still unacceptably slow.
Why?
Strip accounting right back and every core transaction cycle starts with an economic event. Financeās job is turning that event into something accountable and reportable.
- First comes the core transaction record: who, what, how much, and when?
- Then comes attribution and timing: which entity, cost center, project, or product? CapEx or OpEx? Which period? What was it actually for?
- And finally comes repair and reporting: accruals, reclasses, allocations, reconciliations, true-ups, manual journals, and mappings into management reporting.
The further the transaction travels without carrying the right accounting and metadata with it, the more work explodes around it.
Which leads to... the Cone of Accounting Bullshit.
A single economic event can be estimated, accrued, reversed, coded, reclassified, allocated, and remapped half a dozen times before it becomes useful information.
Meanwhile, if weād captured the accounting, timing, and metadata properly at source, we could have got it right once and left the bloody thing alone.
The zero-day close will belong to those who invest in upstream technology and process innovation that starves the cone of accounting bullshit of the oxygen it needs to grow.
I wrote more about this here: cfosecrets.io/p/is-double-enā¦
I wrote this piece in response to the claim from @eglyman that it was time to 'retire double-entry bookkeeping'.
Yeah thatās right⦠Iām a ārebelā š
the "influencer" era is over
we're finally in the era of people monetizing their expertise and passions
& I cannot tell you how much energy I get from building the infrastructure that tens of thousands of those creators are using to build their business
each of these creators started from 0 on @beehiiv:
> @heykahn built Superhuman AI to ~1.5M readers
> @nonmayorpete and @noahedelman02 built The Neuron to ~1M readers
> @ShaanVP and @benmlevy built Milk Road to ~300K readers
> @tomaldertweets built Strategy Breakdowns to ~200K readers
> @philrosenn and @APompliano built Opening Bell Daily to 200K+ readers
> @darrrragh and @JohnDOKeeffe built Half Baked to ~150K readers
> Ben Teller built The Blueprint to 100K+ readers
> That Startup Guy ~100K readers
> Secret CFO is at ~100K readers
> The Longevity Code at ~100K readers
> @MillyTamati built Generalist World to 55K readers
topics: AI, crypto, startups, finance, health, real estate, markets, career
Iāve said it before, and Iāll say it again: we are still very early

















