Many business owners find themselves in a "knot" because they are trying to be the salesperson, the marketeer, and the accountant all at once. Fiona Purves, owner of Defacto FD, argues that your time is better spent making sales than wrestling with invoices.
Fiona's approach is holistic: she combines 36 years of financial expertise with the philosophy of "Karma Yoga"—selfless service to her clients. By providing a scalable finance team, she allows founders to see the "un-Photoshopped" reality of their business, turning a list of numbers into a novel that informs better decision-making. Whether it's through wild dipping in 2-degree water or analysing a balance sheet, Fiona is proof that finding your "non-negotiables" is the only way to scale without burning out.
