Blog | James C Foo Leong | Financial Storytelling Insights

Close-up of the word “clarity” in a dictionary entry. Represents the shift from financial hesitation to understanding.

What If Financial Confidence Is Your Next Edge?

When numbers appear, many professionals hesitate—not because they lack ability, but because they lack financial confidence. This reflection shares why competence and calm clarity come from seeing finance differently, not mastering spreadsheets. If you've ever pulled back during financial conversations, this is your invitation to lean in—with story-based tools that help you stay present and speak up.

May 192 min read

Illustration showing a teapot labeled "$100 Sales" pouring liquid into three glasses labeled "$50 Cost of Sales," "$30 Expenses," and "$20 Profit." The image visually breaks down how revenue is distributed, highlighting how much is actually retained as profit.

The Performance Story: Profit That Stays With You

You can double your revenue and still feel broke. This story shows how the income statement helps you shift from chasing top line to protecting the profit that stays with you—what truly remains after the effort, cost, and chaos of growth.

May 122 min read

A cartoon-style castle stands on green land, surrounded by a protective blue moat. The castle has a visible red crack on its front wall, and the moat is labeled "LIQUID ASSETS REDUCE FINANCIAL RISK." This visual represents how liquidity acts as protection for a business, like a moat around a fortress.

Liquidity in Business: The Moat That Protects You

We often judge financial strength by size—but real resilience comes from liquidity in business. Learn how access to cash creates calm, protects core operations, and gives you breathing room when uncertainty hits. Discover what counts as liquid, how to evaluate your own “financial moat,” and why this quiet form of strength matters more than ever.

May 52 min read

Illustration of a Swiss Army Knife symbolising a balance sheet. The upper knife is labelled “Tools to Earn Money” with branches for current assets and non-current assets. The lower knife is labelled “Tools to Fund Business” with branches for current liabilities, non-current liabilities, and equity. Represents the concept that assets and liabilities are not trophies or burdens, but tools for value creation and funding.

What the Swiss Army Knife Taught Me About Finance

Behind the ISBN is a deeper story. Chapter 2 reframes finance not as a scoreboard—but a toolkit. One that builds clarity, not confusion.

Apr 282 min read

A 3D LEGO-style block diagram representing the accounting equation. The large brick is divided into three segments labeled “ASSETS,” “EQUITY,” and “LIABILITIES.” The base of the block displays the equation “A = E + L,” illustrating that assets equal equity plus liabilities. The illustration is colorful and playful, helping to visually explain the balance sheet concept.

When the Balance Sheet Finally Clicks

For many, finance feels like a foreign language. Chapter 1 of Once Upon a Balance Sheet offers a frame that finally makes it click.

Apr 212 min read

Cover of the book 'Once Upon a Balance Sheet' by James C Foo Leong with the subtitle 'How To Make Better Decisions, Drive Growth And Increase Profits.' Below the book, the text reads: 'Dreams Come True… if you have one.'

Dreams Don’t Come True by Accident

One quiet quote. A life-changing moment. The dream behind this book revealed itself.

Apr 142 min read

Author editing a book manuscript at a three-screen workspace, surrounded by notes and documents—a behind-the-scenes look at the quiet, focused process of preparing a book for proofreading

The Book Creation Process: Behind the Scenes of Writing Once Upon a Balance Sheet

Take a peek behind the scenes of the Once Upon a Balance Sheet creation process. A journey of careful editing and commitment to clarity.

Apr 82 min read

Cover of the book "Once Upon a Balance Sheet" by James C Foo Leong, The Financial Storyteller

The Once Upon a Balance Sheet Book Journey: Purpose and Potholes

The story behind Once Upon a Balance Sheet—how purpose rose from a publishing setback.

Mar 272 min read

Master Financial Literacy to Understand Financial Statements with "Once Upon a Balance Sheet"

Over three years of meticulous research, writing, and editing have finally culminated in the upcoming release of my book, Once Upon a...

Jul 10, 20241 min read

Unleashing Profit Growth: Empowering Your Business through Operating Leverage and Financial Fluency

By Adjunct Professor C Foo James Leong, FCA and Author of “Financial Storytelling: Once Upon a Balance Sheet” Introduction To achieve...

May 31, 20233 min read