Jody Padar
The Radical CPA® | Co-Founder, XcelLabs | Building AI Advisory with Navi | Top 100 Accounting Influencer | Author
Jody Padar builds community and thought leadership in accounting by mixing personal vulnerability with industry insight, posting 5.7x per week with a distinctive move: she opens with emotional or contrarian hooks (Pride, Deadpool, conference energy) then pivots to professional takeaways, driving 20.6% comment rates through questions that invite dialogue rather than broadcast.
5.7/wk
74 posts in 30d
26
avg per post
20.6%
comments / total
1.6%
reposts / total
story
Wed · 4 PM CET
Voice & tone
Warm, direct, and unapologetically opinionated. Jody writes like she's talking to a friend at a conference, not lecturing from a stage. She uses casual punctuation (ellipses, exclamation marks, emoji) and admits uncertainty ("I wasn't sure I had the right words") while still commanding authority. The phrase "Question everything. Because the future has never been built by people who fit in" captures her ethos: she challenges norms while inviting others to do the same.
Signature phrases
- “Our values matter most when they aren't the easiest ones to share.”
- “Question everything.”
- “And that's the thing.”
- “I'm more convinced than ever that”
- “The future isn't showing up one day and happening to us. It's being built right now by the people willing to lean in, experiment, learn, and lead.”
- “What I'll remember are the conversations. The laughs. The unexpected moments. The people.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
This year, Pride feels… quieter Last year I shared this picture of my daughter at Pride. It became one of my most-read posts. Last year, rainbow logos were everywhere. Feeds were full of Pride posts. This year, not so much. Maybe people are worried about saying the wrong thing. Maybe it’s just not as trendy to post about it. Maybe the conversation has simply gotten more complicated. But here’s what I know. Our values matter most when they aren’t the easiest ones to share. It’s easy to say something when everyone else is. It’s harder when you know not everyone will agree. Today is my daughter’s 26th birthday. Over the last 26 years, she’s challenged me to grow too. There were conversations, questions, and moments when I wasn’t sure I had the right words. But that’s part of being a parent. You keep listening. You keep learning And you keep showing up. I also know I have lots and lots of followers. With that comes a choice. I can stay quiet because this conversation isn’t as loud as it was a year ago. Or I can use my voice for the people and the values that matter to me. I’m proud of my daughter. I’m proud of who she is. And I’m not going to be quieter just because the conversation is. Happy 26th Birthday, kid. 🌈❤️ #Pride #HappyBirthday #RadicalCPA #pride2026
This year, Pride feels… quieter" stops the scroll because it names a collective observation most people feel but haven't articulated. The ellipsis signals vulnerability and invites readers to fill in their own reasons for the silence. It's not a question; it's an invitation to think alongside her.
The post opens with the observation, then offers three possible explanations (worry, trendiness, complexity). It pivots to a personal story (her daughter's 26th birthday) that grounds the abstract in the concrete. Then it moves to a values statement ("Our values matter most when they aren't the easiest ones to share") and closes with a choice: stay quiet or use her voice. The architecture moves from external observation to internal reflection to a call to action.
- Naming the silence - she doesn't assume readers know what she's talking about; she describes the shift explicitly
- Offering multiple interpretations - she avoids being preachy by acknowledging different reasons people might be quiet
- Personal story as proof - her daughter's birthday isn't random; it's the emotional anchor that makes the values statement land
- Rhetorical choice at the end - she frames staying quiet vs. speaking up as a conscious decision, not a default
- Incomplete final sentence - the post cuts off mid-thought ("I'm not going to be quieter just be…") which creates curiosity and likely drove clicks to the full post
She doesn't have an explicit CTA, but the incomplete final sentence acts as one. Readers want to know what she was about to say, so they click. The post also invites comments by modeling vulnerability and asking readers to consider their own values.
Open with a feeling or observation that your audience recognizes but hasn't named yet, then use a personal story to make your values statement feel earned rather than preachy.
The pose is Deadpool. The mindset is Radical CPA. We both have a habit of breaking the fourth wall and asking why things are done the way they are. Question everything. Because the future has never been built by people who fit in. Build what's NEXT!!!!! #radicalcpa #aicpaeng…
The pose is Deadpool" works because it's specific and unexpected. Readers don't immediately understand the connection, so they keep reading. The hook also signals that this post will be playful and irreverent, not corporate.
Two-sentence hook that sets up a comparison. Then a one-line explanation of the comparison (both break the fourth wall and question why things are done the way they are). Then a three-line statement of values (Question everything, Because the future has never been built by people who fit in, Build what's NEXT). Hashtags at the end. The structure is tight and punchy, with no filler.
- Unexpected reference - Deadpool is a pop culture touchstone that signals irreverence and humor
- Parallel structure - "The pose is X. The mindset is Y." creates rhythm and makes the comparison memorable
- Values statement as the core - the post isn't about Deadpool; it's about questioning norms. The reference is just the vehicle
- Exclamation marks and caps - "Build what's NEXT!!!!!" uses punctuation to convey energy and urgency
- Hashtags as community markers - #radicalcpa and #aicpaengage signal which communities she's speaking to
The post ends with a call to action (Build what's NEXT) that's aspirational rather than transactional. There's no ask for likes or comments, but the energy and clarity of the message invite engagement.
Use an unexpected reference or comparison to hook readers, then pivot quickly to the values or insight you're actually trying to communicate. Keep it short and punchy.
Back-to-back conferences. I played Left Right Center with accountants led by Deborah Defer Somehow this dice game was crazier than Vegas. All for 3 dollars!!! We gave away XcelLabs swag bags. Joe Woodard called me out on stage because AI apparently thinks he wrote my boo…
Back-to-back conferences" is a simple, relatable opening that signals a story is coming. It's not flashy, but it works because readers know conference recaps are often valuable and entertaining.
The post opens with the hook, then uses a series of specific moments (the dice game, Joe Woodard's call-out, the ADP talk, the selfie, meeting friends). Each moment is a short sentence or two, creating a rapid-fire narrative. Then it pivots to a reflection ("And that's the thing") that ties the moments together. The reflection moves from the specific (conferences, AI, technology) to the universal (community, people, why we show up). It closes with a forward-looking statement ("the future is bright") and a rocket emoji.
- Rapid-fire moments - each story beat is short and punchy, creating momentum and readability
- Name-dropping with context - she mentions people by name and title, which makes the post feel authentic and gives credit to others
- Sensory details - the dice game being "crazier than Vegas," the giant screen, the selfie. These details make the post feel lived-in
- The pivot - "And that's the thing" signals a shift from storytelling to meaning-making. It's a phrase she uses repeatedly, and it works because it feels conversational
- Reflection that reframes the narrative - she starts with AI and technology, but ends with people and community. This reframe is the insight readers take away
- Emoji as punctuation - the rocket emoji at the end signals optimism and forward momentum
The post closes with a reflection and a statement of conviction ("I'm more convinced than ever that the future is bright"). There's no explicit ask, but the energy and authenticity of the post invite readers to engage with their own conference stories or reflections.
Tell a series of specific, sensory moments from an event, then use a pivot phrase ("And that's the thing") to reframe the narrative around a deeper insight. This structure moves readers from entertainment to meaning.
What drives their engagement
Jody drives comments by modeling vulnerability and asking readers to reflect on their own values or experiences. Posts like the Pride post (312 eng, 54 comments) succeed because they invite dialogue about something meaningful, not just information transfer. She also drives comments by naming tensions or contradictions ("everyone is talking about AI, but what I'll remember are the conversations") that readers want to explore.
Repost rate is low (1.6%), suggesting her audience engages through comments and likes rather than amplification. This makes sense for her niche: accounting firm leaders are more likely to comment with their own insights than repost her content to their networks. The posts that do get reposted tend to be values-driven or contrarian (like the Deadpool post or the Pride post).
Low. Jody optimizes for reach and dialogue, not for evergreen reference material. Her posts are timely (conference recaps, current events, industry trends) and personal, which makes them feel urgent to engage with in the moment but less likely to be saved for later reference.
Content pillars
Conference & Community Storytelling
28%Real-time recaps from industry events (AICPAENGAGE, SNH) that humanize the accounting profession by focusing on relationships, unexpected moments, and collective energy rather than just takeaways.
Personal Values & Leadership Courage
22%Vulnerable posts about standing up for beliefs (Pride, parenting, identity) that model how leaders can use their platform for what matters, even when it's unpopular.
AI & Future of Accounting
25%Forward-looking commentary on how AI is reshaping the profession, positioning Jody as a builder (via Navi, XcelLabs) and thought partner to firm leaders navigating change.
Radical Thinking & Industry Disruption
15%Posts that challenge accounting status quo and celebrate non-conformists, often tied to her Radical CPA brand and ethos of questioning tradition.
Firm Leadership & Talent
10%Tactical insights for accounting firm owners on hiring, culture, and preparing for the firm of 2030.
Hook patterns
Emotional Observation + Pause
Observation about a feeling or trend + ellipsis or short sentence that signals vulnerability or reflection
“This year, Pride feels… quieter”
→ The ellipsis creates a moment of hesitation that mirrors reader uncertainty, making them want to read on to understand what she means.
Unexpected Juxtaposition
Two contrasting ideas or images placed side by side, often with a line break or period between them
“The pose is Deadpool. The mindset is Radical CPA.”
→ The comparison is playful and memorable, immediately signaling that this post will challenge conventional thinking.
Real-Time Energy Capture
Present-tense statement about being in the middle of an event or moment, often with sensory detail or emoji
“Two days into #AICPAENGAGE and my head is spinning—in the best possible way.”
→ Readers feel like they're experiencing the moment with her, creating FOMO and immediacy that drives engagement.
Contrarian Claim About Trends
Statement that contradicts what everyone else is saying or doing in the industry
“Last year, rainbow logos were everywhere. Feeds were full of Pride posts. This year, not so much.”
→ Naming the silence or shift makes readers feel seen and invites them to think critically about why the change happened.
Specific Detail + Broader Meaning
Concrete observation (a game, a conversation, a visual) followed by a line break and a larger insight
“I played Left Right Center with accountants led by Deborah Defer. Somehow this dice game was crazier than Vegas... And that's the thing. Everyone is talking about AI. Everyone is talking about what's next. But what I'll remember are the conversations.”
→ The specificity builds credibility and relatability; the pivot to meaning gives readers something to think about beyond the event itself.
Question as Hook
Rhetorical or genuine question that names a tension or gap in thinking
“Can you believe it's the 10-year anniversary of ENGAGE?”
→ Questions activate reader curiosity and make them feel like they're part of a dialogue rather than receiving a broadcast.
Top-performing hooks
“This year, Pride feels… quieter”
“The pose is Deadpool.”
“Back-to-back conferences.”
“Two days into #AICPAENGAGE and my head is spinning—in the best possible way.”
→ The post combines personal achievement with industry relevance while leveraging social proof through multiple mentions of how the author's work influenced others' careers, establishing credibility whi
“Headed to Vegas for my favorite week of the year… #ENGAGE26 🎉”
“So Excited and BIG THANK YOU to all those who attended our breakfast this morning!!!”
→ The post uses genuine enthusiasm and social proof (standing room only, company name-drops) to create FOMO and encourage engagement, while the direct CTA invites missed attendees to reconnect, driving
“I told an investor on the phone yesterday who was freaking out about AI and Tax… if you live in CA and NY that is not reality.”
→ The post uses a contrarian perspective on AI anxiety combined with a location-based value proposition that challenges conventional wisdom, creating curiosity and inviting debate in the comments while
“Every Father’s Day I usually talk about my dad.”
“Why is it?”
“What does a content creator aka THE RADICAL CPA do at the Biggest CPA show of the year? #aicpaengage”
→ The post leverages FOMO and curiosity by teasing upcoming content from a major industry event, while the personal brand identity ('THE RADICAL CPA') creates differentiation and encourages followers to
What works
- Story openings outperform other hooks by 2x. Her 3 story-opening posts average 37 engagement vs. 19 for bold statements and 12 for contrarian claims. Example: "Two days into #AICPAENGAGE and my head is spinning—in the best possible way" creates immediacy and invites readers into a lived moment.
- Naming the silence or shift. The Pride post (312 eng) works because she articulates what readers feel but haven't said: "Last year, rainbow logos were everywhere. Feeds were full of Pride posts. This year, not so much." This move validates reader experience and invites reflection.
- Personal story as proof. Posts that anchor abstract values in concrete moments (her daughter's birthday, the dice game, the selfie) average higher engagement than posts that stay abstract. The specificity builds credibility and relatability.
- The pivot phrase "And that's the thing." She uses this repeatedly to signal a shift from storytelling to insight. It works because it feels conversational and signals that a deeper meaning is coming.
- Incomplete final sentences. The Pride post cuts off mid-thought ("I'm not going to be quieter just be…"), which likely drove clicks to the full post and comments asking what she meant to say.
- Mixing industry insight with personal values. Posts that connect AI/technology trends to leadership, community, or identity outperform posts that stay purely tactical. This mix appeals to her audience of firm leaders who care about both business and culture.
Steal this for your own LinkedIn
- Start your next post with a feeling or observation your audience recognizes but hasn't named. Example: "This year, [industry trend] feels… [unexpected adjective]." This move validates reader experience and stops the scroll.
- Use the phrase "And that's the thing" to pivot from storytelling to insight. It signals a shift in tone and prepares readers for a deeper takeaway. Practice using it in your next 3 posts.
- End one post per week with an incomplete thought or question that invites readers to click or comment. Example: "I'm not going to be quieter just be…" or "Can someone explain this edible vegetable garden planted in sand?" This creates curiosity and drives engagement.
- Anchor abstract values or trends in one specific, sensory moment from your life or work. Instead of "AI is changing the profession," try "I was at a conference and someone told me AI changed their firm's trajectory. Here's what I learned." The specificity makes the insight land harder.
- Post on Wednesday at 3 PM UTC if your audience is US-based accounting professionals. Jody's best-performing day and hour suggest this is when her niche is most active on LinkedIn.
- Shift toward longer posts (180-350 words). Jody's long posts average 45 engagement vs. 14 for medium posts. If you're currently posting short updates, test adding 100-150 words of narrative or reflection to your next 5 posts and measure the difference.
Compare Jody with…
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Posting patterns
Jody posts 5.7 times per week with consistency across the last 30 and 90 days (74 posts in both windows), suggesting a disciplined content calendar that prioritizes frequency over perfection.
Wednesday at 3 PM UTC performs best. This timing likely catches US-based accounting professionals mid-week when they're checking LinkedIn during work hours.
Short posts (30-80 words) average 26 engagement and represent 28% of her output, but long posts (180-350 words) average 45 engagement and represent 24% of output. The data suggests she should shift toward longer, more narrative-driven posts. Her very long posts (350+ words) average 68 engagement, indicating that when she commits to depth, readers reward it.
Engagement by day
Content mix
avg 34 engagements per post
avg 10 engagements per post
avg 22 engagements per post
avg 32 engagements per post
Jody's format mix (43% medium, 28% short, 24% long) reflects a strategy of mixing quick hits with deeper narratives. The short posts maintain her posting frequency and keep her visible in feeds, while the longer posts (especially stories and conference recaps) build authority and drive meaningful comments. This mix works for her niche because accounting firm leaders are busy and appreciate both quick insights and substantive reflection. The low repost rate (1.6%) suggests her audience engages with her as a thought leader and community member, not as a content amplifier.
