Jon Verbeck
Fractional CFO for $3M–$25M Businesses | Cash Flow, Profitability, and Decision Discipline | CPA | 13-Week Cash Flow & KPI Dashboards
Jon Verbeck teaches financial management and operational discipline to small business owners through short, contrarian posts published 5.8x per week. His most distinctive move is opening with a relatable blind spot or counterintuitive claim, then pivoting to a specific business principle backed by named operators (Geno Wickman, Ryan Deiss) or personal experience.
5.8/wk
75 posts in 30d
6
avg per post
6%
comments / total
1.1%
reposts / total
problem-solution
Wed · 12 PM CET
Voice & tone
Jon writes like a trusted advisor who has seen the pattern before. He's calm, slightly knowing, and never condescending. He uses phrases like 'One thing I've learned over the years' and 'That is a common pattern' to signal experience without bragging. His tone is conversational but precise, mixing personal reflection with actionable business insight.
Signature phrases
- “One thing I've learned over the years is that”
- “That is a common pattern.”
- “Nothing was broken. But the business was not as aligned as it needed to be.”
- “If your [common practice] is [passive outcome], it is not [what you think]. It is [what it really is].”
- “Some of the most disciplined operators in business share a common habit:”
- “Not because they love [X] but because they value [Y].”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
One thing I’ve learned over the years is that even experienced leaders can develop blind spots simply because they’re so close to the day-to-day decisions. Sometimes it takes someone standing a few steps back to see things more clearly. I also included a quick story from my Ironman training that illustrates the point. You can read the full post below.
The opening uses the phrase 'One thing I've learned over the years' to signal hard-won wisdom, then immediately names the problem (blind spots from being too close). The second sentence pivots to the solution frame (outside perspective). This two-sentence structure creates curiosity without being clickbait.
Conversational opening that names a universal leadership problem, then hints at a story (Ironman training) that illustrates the principle. The post is built as a reflection followed by a narrative example, not a list or framework.
- Humble authority - 'I've learned' not 'I know'
- Relatable problem statement - 'blind spots' is something every leader fears
- Promise of story - 'I also included a quick story' keeps readers engaged and signals the post has narrative depth
Implicit CTA: 'You can read the full post below' directs readers to click through or scroll for the full story. No hard sell, just curiosity.
Open with a universal fear or blind spot your audience has, then position yourself as the outside perspective that fixes it.
A few years ago, I worked with a business that was growing fast, but profit wasn’t keeping up. Revenue looked strong. The team was busy. On the surface, everything seemed fine. But when we dug deeper, we discovered that costs had crept up, pricing had not kept pace, and too much…
The hook uses a specific business scenario (growing fast, profit lagging) that creates immediate recognition for the target audience. It's a problem-outcome mismatch that feels real because it names the contradiction: revenue looks strong but something is wrong underneath.
Problem setup (growth without profit), diagnosis (costs up, pricing flat, effort misallocated), reframe (nothing broken, just misaligned), principle statement (profit improves through intentional management), then CTA to a brief. The architecture moves from specific case to universal principle.
- Diagnosis through discovery - 'when we dug deeper' makes the reader feel like they're uncovering the truth with Jon
- Principle extraction - 'That is a common pattern' signals this is not unique, reducing shame and increasing recognition
- Contrast statement - 'Nothing was broken. But the business was not as aligned as it needed to be' reframes the problem as solvable
Soft CTA: 'In this brief, I share a few practical ways to strengthen profit without adding unnecessary complexity.' Promises simplicity and practicality, not complexity.
After naming a problem, extract the universal principle behind it so readers see themselves in the pattern, not just the case study.
If your budget sits in a spreadsheet until next December, it is not a budget. It is a guess. A strategic budget becomes your weekly guide, your decision filter, and your early warning sign. Here is how to build one for 2025.
The contrarian redefinition hook is the strongest performer in the dataset (13 eng, 1 repost). It uses the formula 'If X is Y, it is not Z. It is W.' This creates cognitive dissonance that stops the scroll and makes readers question their own practice immediately.
Contrarian claim (budget as guess, not budget), redefinition (budget as operating system with three functions: weekly guide, decision filter, early warning sign), then CTA to framework. The post is built as a single powerful reframe followed by a promise of how-to.
- Harsh truth - calling a budget a 'guess' is direct and slightly provocative
- Functional redefinition - listing three roles (guide, filter, warning sign) makes the concept concrete and actionable
- Temporal shift - moving from annual (next December) to weekly reframes the entire relationship to budgeting
Direct CTA: 'Here is how to build one for 2025.' Timely, specific, and action-oriented. No fluff.
Use a contrarian redefinition as your hook, then immediately show the three concrete functions or outcomes that make the redefinition true.
What drives their engagement
Jon's posts drive comments when they name a specific blind spot or misalignment that readers recognize in their own business. The conversation index is low (6%), suggesting his audience prefers to react with likes rather than debate, but comments appear when he asks implicit questions or presents a diagnosis that readers want to validate.
Reposts are rare (1.1% rate) because Jon's content is highly specific to SMB financial management, not broadly applicable. The one repost in the top 5 came from the budget-as-framework post, suggesting that actionable frameworks with clear how-to value get shared more than pure reflection.
High savability signal. Posts like 'If your budget sits in a spreadsheet until next December, it is not a budget' and the weekly scorecard post are reference-worthy. Readers save these to return to them when building their own systems or to share with their teams.
Content pillars
Blind Spots and Alignment
28%Posts about how leaders miss what's obvious to outsiders, and how misalignment between costs, pricing, and effort kills profit.
Weekly Rhythms Over Monthly Reviews
24%Teaching that real-time dashboards and weekly scorecards shift operators from reactive to intentional, citing disciplined CEOs as proof.
Budget as Operating System
20%Reframing budgets from annual guesses to weekly decision filters and early warning systems for the year ahead.
Profit Mechanics
16%Breaking down how profit improves through intentional management of costs, pricing, and margin allocation, not just effort.
Recognition and Thought Leadership
12%Sharing features, awards, and association with other leaders to build credibility and signal peer validation.
Hook patterns
Blind Spot Opener
Observation about what experienced leaders miss + reason why + hint at the fix
“One thing I've learned over the years is that even experienced leaders can develop blind spots simply because they're so close to the day-to-day decisions. Sometimes it takes someone standing a few steps back to see things more clearly.”
→ Creates immediate recognition (readers see themselves) and positions Jon as the outside perspective they need.
Contrarian Redefinition
If [common practice] is [passive state], it is not [what you think]. It is [harsh truth].
“If your budget sits in a spreadsheet until next December, it is not a budget. It is a guess.”
→ Jolts readers with a reframe that makes them question their own practice immediately, driving engagement and saves.
Operator Habit Pattern
Some of the most [respected group] share a common habit: [specific behavior].
“Some of the most disciplined operators in business share a common habit: they don't wait for month-end to understand what's happening.”
→ Signals that this is not theory but proven practice among people readers respect, creating FOMO and credibility.
Problem-Outcome Mismatch
A few years ago, I worked with a business that was [positive surface metric], but [hidden problem].
“A few years ago, I worked with a business that was growing fast, but profit wasn't keeping up.”
→ Immediately creates tension between what looks good and what's actually broken, pulling readers into the diagnosis.
Discipline Over Tools
Not because they love [tool/process] but because they value [outcome].
“Not because they love spreadsheets but because they value visibility.”
→ Reframes the behavior as outcome-driven rather than process-driven, making it feel achievable and intentional.
Top-performing hooks
“One thing I’ve learned over the years is that even experienced leaders can develop blind spots simply because they’re so close to the day-to-day decisions. Sometimes it takes someone standing a few steps back to see things more clearly.”
“A few years ago, I worked with a business that was growing fast, but profit wasn’t keeping up.”
“If your budget sits in a spreadsheet until next December, it is not a budget. It is a guess. A strategic budget becomes your weekly guide, your decision filter, and your early warning sign. Here is how to build one for 2025.”
→ The post challenges a common misconception (spreadsheet budgets aren't real budgets) and positions strategic budgeting as a practical tool, establishing authority while promising actionable guidance t
“Honored to be included in the inaugural Leadership Development Digest—featuring the best leadership insights of 2025 from 18 global contributors and hosted by Julie Winkle Giulioni.”
“Some of the most disciplined operators in business share a common habit: they don’t wait for month-end to understand what’s happening.”
“Most business owners think turnaround strategies are only for companies in crisis.”
“As a passionate advocate for Lean, I’m always looking for ways to boost efficiency and streamline processes. Mark deLuzio frequently talks about Kaizen, and given my deep family ties to Japan, I felt compelled to explore the true meaning and origins ”
“I spoke with a small group of business owners about my 4 Pillars for Small Business framework (explained more in my free booklet, Be Your Own CFO), and we honed in on cash flow. Cash flow isn’t just about having money in the bank. It’s about understa”
“As an outsourced CFO for the past 15+ years, I’ve learned how to be an effective outside resource – what works and what doesn’t. https://buff.ly/8FoWkTN”
“Learning how to mentor a controller to think more like a CFO is an important investment for any organization to grow & succeed. Here are some tips for mentoring for a CFO mindset. https://buff.ly/3mbVemQ #financialcareers”
What works
- Contrarian redefinition hook - Posts using the 'If X is Y, it is not Z' formula average 7 engagement and drive saves. Example: 'If your budget sits in a spreadsheet until next December, it is not a budget. It is a guess.'
- Named operator credibility - Citing Geno Wickman and Ryan Deiss by name signals peer validation and makes the principle feel proven, not theoretical.
- Blind spot framing - Opening with 'One thing I've learned over the years' and naming a universal leadership fear (blind spots, misalignment) creates immediate recognition and reduces defensiveness.
- Principle extraction - Moving from specific case study to universal pattern ('That is a common pattern') makes readers feel seen and increases the likelihood they'll engage.
- Functional clarity - Listing three concrete roles or outcomes (weekly guide, decision filter, early warning sign) makes abstract concepts actionable and memorable.
- Short, punchy length - 30-80 word posts with one clear idea perform best, suggesting his audience wants density over elaboration.
Steal this for your own LinkedIn
- Start your next post with 'One thing I've learned over the years is that [universal fear or blind spot].' Then pivot to how you fix it. This pattern opens with humility and recognition.
- Use the contrarian redefinition formula: 'If [common practice] is [passive state], it is not [what you think]. It is [harsh truth].' Then explain why the redefinition matters.
- After naming a problem, extract the universal principle behind it. Use the phrase 'That is a common pattern' to signal this is not unique to the case study.
- List three concrete functions or outcomes of your idea (guide, filter, warning sign) instead of describing it abstractly. Specificity drives saves and shares.
- End with a soft CTA that promises simplicity and practicality: 'In this brief, I share a few practical ways to [outcome] without adding unnecessary complexity.'
- Post on Wednesday at 11 UTC and keep posts between 30-80 words. Density beats elaboration for this audience.
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Posting patterns
Jon posts 5.8 times per week with 75 posts in the last 30 days, showing relentless consistency and a content-first mindset.
Wednesday at 11 UTC performs best, suggesting his audience checks LinkedIn mid-week during morning work hours.
Short posts (30-80 words) perform best at 57% of his output with 6 avg engagement. Micro posts under 30 words get 35% of posts but only 5 avg engagement, suggesting that 30-80 word posts hit the balance between scannable and substantive.
Engagement by day
Content mix
avg 6 engagements per post
avg 4 engagements per post
avg 6 engagements per post
Jon's mix is heavily weighted toward short problem-solution posts (57% of output) because his audience is time-starved operators who want the principle, not the story. The 35% micro posts serve as idea seeds that drive traffic to longer briefs. His low story rate (3%) reflects that his audience values diagnosis and principle over narrative, though his top post proves that a well-told story about blind spots can outperform pure framework posts.
