What Does it Take to Make Smart Business Decisions During Uncertain Times?

For Sierra Thomas, founder of Touche Financial Solutions, it starts with something that many business owners would rather avoid: the numbers.

On this episode of the ALC ChangeMakers Podcast, host Jennifer Sconyers talks with Sierra about entrepreneurship, financial confidence, sustainable growth, and what business owners can do when the path forward isn't as predictable as it once was.

Sierra's own leadership journey also demonstrates the importance of creating your own path when the traditional one no longer fits.

How did Sierra Thomas become an entrepreneur?

Entrepreneurship was part of Sierra's life long before she started Touche Financial Solutions. Her grandfather owned a business, and as a child, Sierra helped him with secretarial work and creating pamphlets. She remembers having lemonade stands and being drawn to the idea of running something of her own.

Her original career plan, however, was very different. Sierra entered college intending to become a doctor. One biochemistry class helped her realize that wasn't the right direction.

She discovered that her analytical nature was much better suited to accounting. After working in banking, retail management, and corporate accounting, she continued finding opportunities to help business owners with their finances.

At the same time, Sierra experienced challenges advancing in the corporate world. Eventually, she decided she wanted to create her own path. She started her business on the side before making the leap into full-time entrepreneurship.

Her husband encouraged her to take that leap, and Sierra describes it as one of the best decisions she's made.

What makes Touche Financial Solutions different?

For Sierra, accounting isn't simply about preparing reports or tracking transactions. It's about relationships and trust.

Financial conversations can make people feel vulnerable. That's why Sierra has intentionally built a firm where business owners can develop a personal relationship with the people helping them understand their finances.

That relationship allows Sierra and her team to better understand what's happening inside a client's business and help the owner use financial information to make strategic decisions.

Jennifer shared that this approach has been especially valuable to her as a founder. Rather than simply receiving financial statements, she wanted an accountant who could help her understand what those numbers meant and use them to support ALC's growth.

Why do business owners need to know their numbers?

Sierra's advice is straightforward:

“You have to know your numbers. You have to face your numbers head on.”
Sierra Thomas

Without a clear understanding of the financial health of the business, owners can't make informed decisions about growth, expenses, hiring, investments, or potential changes in direction.

For a new client, Sierra often starts by looking at financial systems. How is the business tracking income and expenses? Where are receipts stored? What accounting tools are being used?

From there, her team can establish systems, workflows, and processes that provide a more accurate picture of the business.

Once that foundation exists, owners can begin looking at important information such as revenue, average revenue, break-even points, and other key performance indicators that support decision-making.

What if you're afraid to look at your finances?

Not every entrepreneur is comfortable with numbers. Some people start businesses because they're creative, passionate about their work, or deeply knowledgeable about their industry. Financial management may feel intimidating or even emotional.

Sierra's approach is education rather than judgment.

She helps clients understand why financial information matters and explains reports in language they can actually use. Instead of overwhelming business owners with accounting terminology, she meets them where they are.

Jennifer noted that empathy has been an important part of her own experience working with Sierra, particularly when difficult business decisions need to be made.

Financial challenges don't have to be accompanied by shame. They can become information that helps a leader determine what needs to happen next.

How can businesses navigate an unpredictable economy?

One of Sierra's recommendations is to stop measuring your business against what competitors appear to be doing.

It's easy to see another company's marketing, growth, or apparent success and assume you need to replicate its strategy. Sierra encourages entrepreneurs to focus instead on what makes sense for their own businesses.

Rather than chasing multiple ideas, identify one strong idea and execute it well.

That focus becomes particularly important when circumstances require a business to pivot.

Jennifer and Sierra discussed the value of strategic financial conversations that include forecasting, evaluating growth opportunities, deciding how long to test an idea, and recognizing when it's time to move on.

Sometimes sustainability requires difficult changes. A business may need to reduce its team, simplify operations, or scale back temporarily.

As Sierra explained, sometimes you have to scale back before you can scale up.

Where should business owners look for opportunities to improve profitability?

Revenue tells only part of the story.

Sierra encourages owners to examine non-revenue-generating expenses and ask a critical question: Where is the business bleeding?

A decline in revenue doesn't automatically mean a business can't remain profitable. Reducing or eliminating unnecessary expenses may allow the company to protect profitability and continue reinvesting in the business.

To make those decisions, however, owners need to understand financial trends, including what's coming in, what's going out, and what's expected in the future.

Once again, it comes back to knowing the numbers.

What can success look like during a difficult season?

Perhaps one of the most important ideas from Sierra's conversation with Jennifer is that success doesn't always mean rapid growth.

Sometimes success means simplifying.

Sometimes it means slowing down.

Sometimes it means making difficult decisions today so the business can still be operating tomorrow.

For leaders facing uncertainty, that shift in perspective can be powerful. Growth doesn't always happen in a straight line, and sustainable leadership requires the willingness to respond to what the business is actually telling you.

Knowing your numbers provides the information. Staying connected to your purpose helps you decide what to do with it.

Sierra's message to entrepreneurs is ultimately one of persistence: stay the course, remain clear about why you started, and don't be afraid to adapt what success looks like along the way.

Connect with Sierra

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About Abundance Leadership Consulting

The ALC ChangeMakers Podcast is brought to you by Abundance Leadership Consulting (ALC), a certified MBE/WBE consulting firm helping nonprofits, foundations, associations, and mission-driven organizations navigate change with confidence.

At ALC, we specialize in strategic planning, leadership development, organizational change management, board governance, facilitation, and nonprofit mergers, acquisitions, and mission continuity planning. Through our proprietary F.A.B.R.I.C.™ Framework - Fairness, Accountability, Belonging, Relationships, Inclusion, and Collaboration - we help organizations strengthen culture, build sustainable systems, and achieve long-term impact.

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• Visit: Abundance Leadership Consulting
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