Purpose

To relieve the financial and emotional burden of taxes.

Vision

At Make Taxes Fair, we envision a future where every American business owner has the knowledge, confidence, and strategies to legally minimize taxes, maximize profits, and build generational wealth.

Mission

To help American entrepreneurs achieve freedom from the financial and emotional burden of taxes.

Values

Our Core Values:

1. Serve People Even When It's Difficult
2. Do the Right thing -- NO MATTER WHAT
3. Proactively Take Bold Action
4. Seek Empowerment
5. Be Appreciative

Audience Avatar

Make Taxes Fair's ideal clients are successful but overwhelmed business owners who are carrying the emotional and financial burden of confusing tax obligations. They are stressed, anxious, and often embarrassed—constantly second-guessing whether they're doing things right and dreading an unexpected tax bill or audit. These entrepreneurs crave clarity, confidence, and control, but feel let down by generic CPAs who merely report history instead of providing actionable strategy. Deep down, they want a trusted partner who can simplify the chaos, ease their mental load, and help them reclaim their time, energy, and profits.

Positioning Statement

We help american entrepreneurs experience relief from the financial and emotional burden of taxes through proactive planning and the CLEAR EDGE framework.

Brand Story

The hero of this story is a successful but stressed business owner who wants clarity, confidence, and control over their taxes. They don't want to break the rules—they just want to stop overpaying and feel secure in their decisions.

Make Taxes Fair serves as their guide, offering empathy ("Friends don't let friends overpay the government") and authority (years of experience, tens of millions saved for clients).

The plan: Schedule a call, get a personalized Tax Strategy Roadmap, follow custom checklists, and maintain ongoing support. If they don't save at least 5x the cost of the roadmap, they get a refund.

Success means feeling relieved, confident, and in control with clarity and a proactive strategy. Failure (avoided) would mean continuing to overpay and stay overwhelmed. The transformation takes them from worried and overwhelmed to empowered and in control.

Brand Personality

Make Taxes Fair presents itself as the Everyman with Sage undertones—approachable, friendly, and relatable while also deeply knowledgeable and wise. They speak with clarity and empathy, empowering clients through education, encouragement, and step-by-step support. Their tone is professionally casual, highly articulate, and built on trust earned by both expertise and authenticity.

Customer Archetype: Ruler with Hero Undertones – they want to take charge of their business, finances, and future.

Competitive Atlas

Make Taxes Fair operates in a crowded field that includes tax strategists, traditional CPAs, self-education platforms, and even the "do nothing" status quo. This analysis evaluates both direct competitors (like Karlton Dennis and Tax Hive) and indirect competitors (YouTube educators, and relocation-based tax shelters).