Episode

In this episode of The Thrivecast, Jason Blumer interviews Heath Alloway, Growth Partner at Sorren, who brings extensive experience from BKD and the Upstream Academy. Heath introduces a transformative framework he calls the "four pillars of success": culture, people, clients, and wise growth. This sequencing is deliberate—growth sits last because it exists to fuel the other three, challenging the profession's tendency to pursue revenue targets disconnected from organizational health.

Heath draws a critical distinction between healthy and unhealthy growth. Firms growing too rapidly with misaligned clients experience culture rot, elevated turnover, and declining engagement, while strategic growth creates space to say yes to the right opportunities and invest meaningfully in team development. He addresses a counterintuitive reality: humans process thousands of thoughts daily, with 80% skewing negative and 95% being repetitive. Heath advocates for fundamental reorientation, asking: "When you think about the future, if it hasn't happened yet, why would you choose to think about everything that could go wrong?" This shift from defensive positioning to intentional optimism becomes the foundation for sustainable transformation.

The conversation explores evolved approaches to business development in accounting. Heath challenges the conventional wisdom that business development belongs exclusively to partners, arguing that early exposure throughout team members' careers transforms what could be a shocking transition into natural professional evolution. He provides tactical frameworks rarely executed: identify your top three prospective clients by name (most partner groups cannot), prioritize cross-selling within existing relationships where trust already exists, and proactively request introductions from clients who genuinely want to see you succeed. His role extends beyond traditional growth activities to include facilitating strategic planning retreats and leadership development for clients—services that internal surveys identified as highly requested offerings, revealing that clients are inviting deeper partnership if firms are willing to see beyond compliance work.

Heath acknowledges COVID's paradoxical gift to the profession, noting it forced changes firms should have made voluntarily: fee increases reflecting actual value, termination of misaligned client relationships, and more intentional investment in team connection. His concern is that firms might abandon these strategic gains as they return to task-focused execution, forgetting the cultural intentionality that emerged during crisis. The episode concludes with Heath reframing business development anxiety through a powerful metaphor: if you were a doctor with the cure for a rare disease, wouldn't you feel obligated to share it? Accountants possess gifts that can genuinely transform client businesses and communities, yet fear and introversion often prevent initiating the conversations where that value could be realized. His message to the profession is both challenge and invitation: "This profession will do more for you than you can ever do for it." The path forward requires moving beyond reactionary growth toward intentional design—building firms where strategic choices about clients, team development, and cultural investment align with a clearly articulated vision of who we are becoming, demonstrating that sustainable growth emerges not from grinding harder but from thinking more clearly about what we're building and why it matters.

About the guest:

Heath Alloway is a Growth Partner at Sorren, driven by a deep commitment to building a thriving culture, developing future leaders, and helping people and organizations leave a lasting legacy. His work centers on cultivating meaningful careers, fostering client success, and creating impact that extends beyond the business into communities. With a focus on empowering others to reach their highest potential, Heath leads initiatives that elevate professionals and unlock long-term growth. He is currently spearheading a client-focused leadership program designed to develop the next generation of business leaders. He also facilitates client retreats and strategic planning sessions, helping teams turn vision into action.

Heath brings nearly 20 years of experience from a top accounting firm, where he led multidisciplinary teams, developed industry verticals, and implemented firm-wide healthy growth strategies. Prior to joining Sorren, he was a director at Upstream Academy, advising firms across the U.S. and Canada on leadership, strategy, and sustainable growth.

Keywords:
healthy firm growth, business development strategy, accounting firm culture, strategic planning, intentional leadership, four pillars framework, cross-selling advisory services, partner development, growth mindset, client relationship management, accounting firm transformation