Rush Shah – Stop Competing on Price (Service Business Fix)
In this episode, James Kennedy welcomes Rush Shah, founder of Modern CFO Services and fractional CFO based in California. Together they dive into the realities of building and guiding service-based businesses and healthcare organizations (like memory-care facilities and local hospitals). Rush shares lessons from 20+ years in FP&A and leadership roles and how owning his own firm reshaped his view of risk, resilience, and decision-making. They unpack pricing strategy, utilization, loan risk, and how one stressed healthcare operator transformed a dire outlook into a profitable, pay-the-bank-back-in-five-years plan.