Welcome back to the Munn Avenue Muse! Today, we're spotlighting a conversation that’s a masterclass in niche positioning, strategic growth, and the underrated power of authorship. Our guest is Emil Abedian, founder and CEO of Council CPAs, and author of the recently released book, Counsel to Counsel.
You might be wondering what does a CPA have to do with book publishing and strategic storytelling? As it turns out, a lot. Emil’s journey is a powerful example of how writing a book and serving a specific audience can fuel both credibility and explosive growth.
From Broad Services to a Laser-Focused Niche
Emil didn’t set out to specialize in serving law firms. But over time, a pattern emerged: solo and small firm lawyers were drowning in operational overload. They weren’t just seeking someone to file taxes, they needed a strategic partner who understood the unique, behind-the-scenes challenges of their industry, from trust accounting compliance to quarterly planning and growth metrics.
Most CPA firms weren’t meeting those needs. Emil saw the gap and built his firm to fill it.
Over the past two decades, Emil has worked with hundreds of law firms. That focus allowed him and his team to go deep instead of broad. The result? Better results, stronger relationships, and a thriving business built on word-of-mouth and thought leadership.
Why He Wrote the Book
His book, Counsel to Counsel, was born out of that same intention: to educate, empower, and connect with his ideal clients. But it’s more than just a lead magnet. Emil describes it as the book he wished someone had handed him when he was starting out.
Within its pages, Emil shares the “millions of mistakes” he made, as well as the frameworks that now help his clients avoid them. And while it’s written for lawyers, the advice is highly relevant for anyone running a small-to-mid-sized service-based business, such as doctors, architects, consultants, and yes, CPAs.
He emphasizes the unique power of a book over traditional marketing. Unlike a blog or newsletter, a book creates instant credibility. It also becomes a lasting resource for clients and a way to scale his voice and expertise beyond the limitations of time or geography.
What Writing Taught Him
Perhaps most important, Emil says the writing process itself made him a better thinker, leader, and teacher. With the help of book coach Holly Hudson, he brought his expertise to life through storytelling, not jargon. The result? A book that’s not just informative, but human. Honest. Relatable.
And that’s exactly the kind of content that connects.
Bigger Takeaway: Structure for Freedom
Emil’s larger message resonates far beyond the legal or accounting world. Building a business with the right structure isn’t about working less. It’s about working on the things that matter. It's about creating space to focus on the strategic parts of your business, while outsourcing the rest.
If you’ve ever felt stuck in the weeds or unsure how to scale, Counsel to Counsel offers a refreshing, down-to-earth roadmap.
Counsel to Counsel is available on Amazon and Barnes & Noble.
🎧 Listen to Emil’s full episode on the Munn Avenue Muse podcast available on Substack, Spotify, Apple Music, and YouTube. And be sure to subscribe for more inspiring author journeys, real-world business wisdom, and publishing insights from the team at Munn Avenue Press.
If you would like the book you’re writing (or just dreaming about) to be a Best of 2025, let the MunnAvenuePress.com team help make your dream a reality.
Happy Writing! Charlie Levin, Publisher & Founder
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