By Creating Value For Customers and Employees

Watch Intro Video

How the Creating Value Program Leads to Success

  • Unhappy with your business?
  • Spending lots on marketing with no results? 
  • Late hours working on your company, only wasting precious time?
  • Unengaged employees?  
  • Stressed, frustrated, and unfulfilled?
  • Not making as much $$$ as you want?

Stop focusing on unimportant things. You’re about to learn exactly how to solve all the problems your company is facing in just one program.

Introducing: Creating Value. Created for business owners. Learn how to boost your company’s growth by providing value to your customers and employees. 

CFO Perspective Has Been Featured In...


Your Definition of Success and How Your Company Can Provide That

  • What are Your True Dreams?
  • Your Aspirations and Purpose
  • What Delights You?
  • How Much Revenue Do You Want?
  • What's the Minimum Cash You Need from Your Company?
  • How Fast Can Your Company Grow?
  • What Can You Do to Increase Growth?

 About Your Customers

  • What Customers’ Dreams Can You Fulfill?
  • What Are Your Customers Delights and Pain Points?
  • Customer Survey Planning
  • What Are Your Customers Realistically Willing to Pay?
  • Infallible Pricing Strategy
  • Easy Customer Survey Emails

About your Employees

  • How to Provide What Your Employees Want Most
  • What Increases Your Employees' Satisfaction and Effectiveness
  • How to Use an Employee Survey to Boost Engagement
  • How to Respond to an Employee Survey
  • Employee Survey (Optional)


  • Know exactly what your customers and employees value the most   
  • Prioritize your opportunities by the value created    
  • Focus your company on exactly what you want it to achieve
  • Take the steps toward your path to success


I'll be your guide to more satisfied customers, a happier work environment, and greater revenue! I’m Rob Stephens, Founder of CFO Perspective, which offers financial coaching and education to small business owners. 

Before becoming the founder of CFO Perspective, I acted as CFO to multiple small and medium-sized companies. I also was the Director of Operations of a $3 billion company and the program manager for a group of investment advisors.

I'm a CPA and have a master's degree in personal financial planning, so I understand both the personal and business aspects of financial management. I've run hundreds of cash flow projections and budgets, and built multiple profitability systems. 

My passion for teaching took me to Gonzaga University, where I teach entrepreneurial finance and behavioral finance to MBA students. Now I’m sharing my knowledge and experience here!

I have a mission: helping owners fulfill their dreams while better serving both their customers and employees. My company gives me the freedom, security, and control I didn't have with my other jobs. And I want YOU to feel the same! 

Low on sales, struggling with employees, or frustrated with your company?

The Creating Value Program will teach you how to prioritize what’s most important while making the right decisions and creating value for EVERYONE.

Look, here's a simple example of what I'm talking about:

Unhappy Employees = TERRIBLE Service

Terrible Service = Unhappy Customers


Unhappy Employees + Unhappy Customers = Unhappy Owners

And here’s where I come in! 

When employees aren’t happy, productivity decreases. You end up losing your best employees while the worst stay and create a toxic work environment. Replacing a single employee costs 20% of their salary. 

Companies with good employee engagement have:

    22% more profitability

    21% more productivity

    Lower staff turnover

    37% less absenteeism

    41% fewer quality defects

You get what you value when you provide value to others. Want your business to succeed?  Provide great value to both your customers and to employees.

IMAGINE what would happen if you provide THAT value to them! You can expect better customer care, better services, more engagement, and more revenue at a lower cost of time and money! Besides, your employees will be happy to work with you!

And what if you knew exactly what your customers want?

The same applies to your customers. And YES! You can provide value to them both. There are certain techniques we’ll go through in the program, so you can find out which ones work for YOUR specific niche and type of business.

But, what about you?

People think that if an owner is profiting, it has to be taken from customers and employees. Wrong! Getting value means giving value. That’s because owners, customers, and employees all want the same and your company is the meeting point. 


This can be summarized in the three D's, a concept I created to explain this phenomenon.


This course guides you step by step to identify, measure, and increase the value to you, your customers, and your employees. 

Are you ready to make a real impact?

Know EXACTLY What Your Customers and Employees Want

There's only one way to know - you gotta ask - and I'll make that easy

Guessing what your customers and employees want wastes your time and money. You may think you know what they want but you likely have blind spots.

There's one way to find out what they want: ASK.

I'll make that easy. You'll conduct a customer survey in the program. I'll guide you step-by-step through the process. I even host the survey on my website for you so you don't have to be a computer guru!

Want the same powerful insights for your employees? You can add an employee survey to the program.

“You own your company to serve YOU and fulfill YOUR dreams and not for you to serve your company…"  - Rob Stephens


It’s time to transform your business and provide more value so YOU can get more value too!

What you can expect after finishing the program:

  • Clarity on what to focus your company on
  • Get the most out of your business
  • Less stress caused by unhappy employees
  • Less stress because of unhappy customers
  • Happier and more fulfilled work life
  • More profitable business
  • Fewer costs to run your business
  • Freedom! More time to spare and enjoy with your loved ones
  • More cash and revenue
  • Actually enjoy time spent in your company

Some Kind Words from My Clients

Be part of over 1,000 people who have enrolled with CFO Perspective programs. Can I help you achieve the same results as these other clients?

Arnold De La Fuente, VP Customer Success, MavenNext

It was like magic! We quickly and easily saw areas of growth that allowed us to make solid business decisions.

Ann Long, Liberty Lake Coworking

I have all of this stuff in my head, but having it all down on paper is awesome. I have way too many things in my head. It’s also getting the creativity flowing again! Rob has truly made an overwhelming topic very manageable to learn. I appreciate the small doses of information and the recaps throughout the courses. He is a true PRO!

Dr Nils W Ohlsen, Outlook Vision

It took me quite a few years to realize that being good at math does not necessarily mean I can effectively analyze the many important financial numbers of my practice. It is much better, and a much better use of my time to utilize the talents of someone that deciphers financial numbers professionally. CFO Perspective filled that gap for us. I feel fortunate that our small optometry clinic was able to benefit from an analysis from a Chief Financial Officer with decades of experience, wisdom that would typically be inaccessible to small businesses. Rob Stephens has a calm, reassuring manner and heart of a teacher. He has been a pleasure to know and is very effective at the service he provides.

CJ Curtis, Owner and Operator of The Garden Coffee and Local Eats

There are so many unknowns when opening a new small business; it can be down-right scary. That's why it would be hard for me to put a value on having Rob Stephens on my team. Rob's guidance and counsel has taken a lot of the fear out of opening my own shop. His guidance and confidence in me has been invaluable. He's helped me to sort through the unknowns and taught me to take things one step at a time, starting with the most important tasks first - and he even helped me to figure out what those 'most important' task were! Rob is patient, thorough, and intuitive. I highly recommend his services to anyone looking for support.”

Course curriculum

  • 1

    Welcome to the course!

    • Welcome to the Course!

    • How to use this course

  • 2

    The Three Groups and the Three D's

    • How Do You Create Value?

    • The Three D's Each Group Wants

    • The Three D's Summary and Worksheet

  • 3

    Defining Value for the Owner

    • What are Your Dreams?

    • Owner Aspirations and Purpose Worksheet

    • What Delights You?

    • Owner Delight Worksheets

    • How Many Dollars Do You Want/Need?

    • Minimum Distribution Calculator

    • The Sustainable Growth Rate

    • Sustainable Growth Rate Calculator

  • 4

    The Value to Your Customers

    • Customer Dreams

    • What Dreams Do You Fulfill?

    • Customer Delight

    • Customer Survey Planning Worksheet

    • Submit Your Customer Survey Planning Worksheet

    • What Are Your Customers Willing to Pay?

    • Pricing Strategy Workbook

    • Customer Survey Incentive

    • Company Logo

    • Customer Survey Email

    • Message After the Customer Survey

    • Hey Rob - Start Creating the Customer Survey!

    • Approve the Customer Survey

    • Send the Survey Email to Your Customers

  • 5

    The Value to Your Employees

    • Employee Dreams

    • Employee Dreams Worksheet

    • Employee Delight

    • Employee Delight Worksheet

    • Employee Dollars

    • Employee Dollars - Benchmarking

    • Total Compensation Worksheet Template

    • For Those Registered for the Employee Survey Value Add-On Module

  • 6

    Creating Value

    • Identify the Top Priority Projects

    • Start, Stop, Continue Worksheet

    • Create a Task List for the Top Three Projects

    • Project and Task Worksheets

    • Optional: Prioritization Pack

    • The Total Value Score

    • Total Value and KPI Workbook - Entry

    • Total Value and KPI Entry Worksheet

    • Total Value and KPI Workbook - Reports

  • 7

    Where to Go From Here

    • Where to Go From Here

    • Help Me Improve This Course

    • Testimonial

Just a small increase in sales and reduced employee costs will more than cover the price of this course.

And what about the stress you’ll avoid by giving them exactly what they want?

Most importantly, you’ll be building the business of your dreams.

Join with NO RISK!

There is no risk to you. You can leave within the first 30 days with a full refund. I want you to be 100% satisfied with what you’re receiving from me.

Join the Waiting List

This course opens once per year but you can join the list for next year.

I’m excited to have you join me soon! I’ll send your coupon code for $100 off of the Creating Value program when you join the waiting list. You don’t have to commit now to the course, but signing up gives you the exclusive discount and other perks. You have nothing to lose. I’ll send you an email when I open the program up to new registrations.

P.S. I would love you to join the over 1,000 people who have enrolled in my programs and courses. I wish you success. I wish you well.