Hidden Profit: Take Control of Your Finances, Stop Leaving Money on the Table, and Create Abundance in Your Business

by Jamie Trull, Amy Porterfield (foreword)

Are you working tirelessly to grow your business, only to feel like your profits just don’t match the effort you’re putting in? From profit strategist and CPA Jamie Trull comes a powerful method for finding the money already hiding in your business, so you can enjoy financial freedom once and for all.

Many business owners believe that if their company isn’t making enough money, they need to double down on sales and hustle even harder. And while that may be true for a handful of businesses, profit strategist, CPA, and financial literacy expert Jamie Trull knows that the key to financial success isn’t putting in more hours—it’s mastering your finances.

In this practical, accessible guide to business finance, Trull helps you calm the chaos of bookkeeping, taxes, and credit card bills, and create an easy-to-implement financial strategy—so you can not only stay in business, but thrive in business. She outlines the seven profit levers in every company—pricing, product mix, average transaction value, and more—and shows you how to pull each lever to become more profitable. The secret to these levers? Understanding your numbers. Trull shows you how to distill complex financial data into simple, actionable insights that make it easier to make informed decisions for your business quickly and confidently. Lastly, Trull shows you how to make a plan for your newly uncovered profit, so you can fearlessly scale your business and set yourself up for financial freedom.

Too many business owners work themselves into the ground for too little return. By understanding your numbers and maximizing the profit levers, you can finally break free from the hustle, make more money, and enjoy more freedom than you ever imagined.

Genres: Finance, Business

304 pages, Hardcover

Published October 21, 2025

Reviews

[Sarah Hassel · Rating 5 out of 5]

I’ve seen firsthand how this work changes lives

I’ve worked with Jamie for years and have watched behind the scenes as she’s helped thousands of business owners completely transform how they see the numbers side of their business. The strategies in Hidden Profit aren’t just theory, I’ve seen them in action, changing not only businesses but people’s lives.

Jamie has this rare ability to take something that usually feels intimidating (like finances!) and make it approachable, empowering, and even fun. I’ve watched women go from stressed and unsure about their numbers to confident, profitable CEOs who finally pay themselves what they deserve.

If you’re ready to stop feeling stuck and actually take control of your business finances, this book will be the turning point. It’s more than a book, it’s freedom on the other side of fear.

[Shannan Hale · Rating 5 out of 5]

I’ve been part of Jamie’s community for years and Hidden Profit feels like the best of her wisdom brought to a bigger stage. She makes finances approachable and actionable, showing how to uncover money already hiding in your business instead of just hustling harder. This book is clear, practical + empowering, I finished it feeling both inspired and equipped to take real steps toward financial freedom.

[Jamie · Rating 5 out of 5]

Did I write a review for my own book? You bet I did. I may be biased, but it’s awesome and you should read it!

[Dana Andalora · Rating 5 out of 5]

This awesome book is full of helpful tips and real life examples of how to utilize your business profit levers.

[Kemper Trull · Rating 5 out of 5]

Absolute MUST-READ for any small business owner, whether you think you’ve got a decent handle on your finances, or you feel completely helpless. Jamie’s style is approachable and tactical, and she has the credibility to back it up. If you need simple help, this book has it. If you need high-level strategic guidance, this book has it. If you need a lighted path, this book has it. I can’t recommend it enough!

[Heather Michele · Rating 5 out of 5]

Jamie has been a fabulous resource for myself and many other small businesses dating back to pre-COVID. This book is like having a business mentor holding your hand and guiding you in practical ways to find help you build the business you want and love. She has brought simple, meaningful help into my business and I’m excited about all that is to come. If you need someone to break business financials and strategies down for you in a way that you can understand and even enjoy, this book is a must have!

[Bree Beers · Rating 5 out of 5]

This book was incredible! I’ve read more than my share of financial literacy and business development books over the years, but this is one of very few that combined the two topics and understands how intertwined they are! Jamie Trull writes in a way that makes it feel like she’s chatting with you over a cup of coffee, sprinkling in humor and personal stories to make the content relatable. The book serves as a guidebook that the reader can return to time and time again. This book will be a game changer for business owners who are serious about getting their finances in order by taking bite sized steps.

[Samantha McCarthy · Rating 5 out of 5]

I've followed Jamie for about 7 years & taken her online business courses. Her savy financial guidance has been so helpful for me as I built my business over the years. I can't recommend this book enough for my fellow business owners looking to grow their business and organize their finances.

[Toni Patton · Rating 5 out of 5]

If you’ve ever felt totally overwhelmed by business finances (🙋‍♀️ same), this book is for you. As a small business owner, I’ve had my fair share of moments staring at spreadsheets, wondering where the money actually goes. Jamie Trull’s Hidden Profit breaks all of that down in a way that finally makes sense — and dare I say, feels kind of fun?

My biggest “aha” moment was realizing profit isn’t something you find after the bills are paid… it’s something you plan for. That one shift alone made me look at my boutique’s numbers in a whole new light.

Jamie has this gift of making financial topics approachable — no jargon, no guilt, just practical, encouraging advice that leaves you feeling empowered instead of overwhelmed.

I’d recommend Hidden Profit to every small business owner, boutique babe, and creative entrepreneur who wants to feel more confident (and in control) of their money story. You’ll walk away with clarity, strategy, and maybe even a little excitement about your finances.

[AJ Hassel · Rating 5 out of 5]

So helpful for new business owners!

I just started my business this year and honestly, the money side has been the scariest part for me. I kept hearing things like “know your numbers” but had no idea what that actually meant. This book made it finally click.

Jamie Trull explains things in such a down-to-earth way—it’s like having a super smart friend walk you through your finances without ever making you feel dumb. I loved that she doesn’t just tell you what to do, she explains why it matters and gives you small steps to start right away.

I went from feeling totally overwhelmed by spreadsheets to actually feeling confident about managing my cash flow and paying myself (what a concept!). The stories and examples make everything make sense, and I found myself highlighting almost every page.

If you’re new to business and want to actually understand your money instead of avoiding it, this book is a total game changer.

[Martha · Rating 5 out of 5]

I took accounting classes in college, so I thought I had a decent handle on my business finances—but Jamie’s book made things so much clearer and easier to understand than any textbook I ever saw! Her explanations just click, and I actually get how to use the numbers to make smarter decisions in my business.
One thing that really stood out to me is the graphic of the “Financial Control Room.” Seeing the 8 Profit Levers on the “Strategy Wall” visually helped me really picture what I can tweak in my business to increase profit. It makes abstract concepts feel totally actionable.
Jamie’s approach isn’t about working harder or guessing your way to success—it’s about looking at the right areas, making small but strategic changes, and actually seeing results. It’s amazing how much of a difference just understanding the levers can make.
If you want a practical, easy-to-follow playbook to getting more profit from your business without the confusion, this book is a must-read.

[Jessica · Rating 5 out of 5]

As a longtime follower of Jamie Trull's guidance, I was excited to start reading her new book, Hidden Profit, and it's already living up to the hype. Though I've just started, this book is perfect for small business owners like me who feel intimidated and anxious about their money. Trull's whole approach makes finance feel easy, not scary, and cuts through all the jargon. The early chapters on understanding 'Your Financial Statements' and organizing my data were incredibly helpful and immediately lowered my stress. If you're looking for a straightforward, non-judgmental roadmap to stop guessing about your numbers and finally feel confident and in charge of your profit, Hidden Profit is a must-read.

[Sirma Saddiq · Rating 5 out of 5]

Great resource

I’m just starting out on my business owner journey and have found Jamie’s book to be a wonderful guide for how to structure my finances. I have 20 years of experience doing architectural work, but no experience with the accounting, taxes, payroll, etc that come with actually running a firm. Her advice is simple enough to provide meaningful knowledge to someone with no accounting background but it is thorough enough to be very helpful.
Anyone who’s never had formal financial training and has (or plans to have) a business, which would be most of us, should get a copy of this book!

[Jennifer · Rating 5 out of 5]

As soon as I heard this book was coming out I couldn't wait to get my hands on it. As a small business owners of nearly fourteen years, it hasn't been easy to find resources that are truly crafted for small teams or solo practitioners - but Jamie has delivered just that. It's practical, easily digestable, and ACTIONABLE. Whether you're in the planning stages of launching a business or have an established enterprise, this book will help and support you and build your confidence when it comes to the financial aspects of building, scaling, or growing your biz.

[Laura Shaeffer · Rating 5 out of 5]

After following Jamie Trull on YouTube, I purchased Hidden Profit to help educate myself during the early months of my small business development. I appreciate how Jamie writes in a way that is easy for anyone to understand. She explains financial concepts clearly and with practical insight. The take action steps are especially helpful, keeping business owners accountable and moving forward. This book is an excellent resource for anyone who wants to build a strong financial foundation for their business.

[Liza · Rating 5 out of 5]

I took Jamie's brilliant finance course a few years ago, and am so grateful for this book!! It covers everything she has in her course, so it's perfect to start out with and it's also so helpful as a refresher! I love how Jamie takes the shame out of finance for those of us not naturally skilled in it, making it easily understandable with lots of doable action steps to take in your business right away that will help put more money in your pocket!!

[Micki · Rating 5 out of 5]

I can’t recommend Hidden Profit enough. As someone who has often felt like I was working nonstop without the financial results to show for it, this book was such a great resource. Jamie breaks down money in a way that’s simple, actionable, and honestly eye-opening. The seven profit levers completely shifted how to look at business. If you’re ready to stop spinning your wheels and actually make your business more profitable, this is the book you need.

[Terry · Rating 5 out of 5]

This book is so very well laid out, easy to read and understand. Anyone who has a business needs to read it from cover to cover. I am only a third of the way through and already have some nuggets of advise for my accounting clients - and myself! I have been following Jamie and watch alot of her YouTube videos and am excited for this new format with everything in one place. Way to go Jamie!

[Swapna Patel · Rating 5 out of 5]

Hidden Profit is a clear, practical, and empowering guide for entrepreneurs who want to understand where their money is really going. Jamie Trull breaks down financial concepts into simple, actionable steps that make profit strategy feel approachable instead of overwhelming. A must-read for small business owners who want to keep more of what they earn.

[Lisa Galterio · Rating 5 out of 5]

This book is a must read for small business owners looking to build a solid financial foundation that helps them to create a life the love and a business that serves the world. Jamie is an engaging storyteller and helps you believe that you CAN master your business finances.

[Ian · Rating 5 out of 5]

A clear, practical guide to uncovering hidden profit in your business. Jamie Trull breaks down financial concepts into simple, actionable steps that help entrepreneurs feel confident and in control of their money.

[Carrie · Rating 5 out of 5]

Jamie really knows how to break finances down to explainable bits. Giving you what you need and no fluff! I really appreciate her perspective on money and finances and it is really helping me see where I can improve my finances!

[Jackie]

I don’t understand why an author would assume I drink alcohol, let alone crave it. Having it constantly mentioned while reading is really off-putting. Guess the information in this book isn’t for me.

[Quinn Menier · Rating 5 out of 5]

I had the pleasure of meeting Jamie at a women’s conference in 2019 and have been a part of her community ever since. During the COVID years she got my family through financially because of her teaching financial literacy to women! When given an advanced copy of her book was an option for me, I took it! So glad to have read the book! Jamie knows what she’s talking about for sure! Must read.