april2022 - 31

FROM THE TRENCHES
You see, Burger King's old slogan that originated
in 1974, " Have It Your Way, " was replaced
in 2014 with the feel-good self-expression " Be
Your Way. " As I've considered the cultural shifts
and focus on self that has been occurring, I realize
that many people have always put their selfinterest
first. Sometimes this was manifested
in good or bad behavior. Sometimes we see this
as cooperation or generosity and sometimes
a power grab or love of money. Accounting
professionals frequently put client-interest first.
OUR MISSION HAS BEEN TO
SERVE CLIENTS
Many of us have used our skills and expertise
to keep clients in compliance with tax and audit
regulations. Others have expanded by reducing
clients' workload handling transactional
accounting through Client Accounting Service
offerings. A few have taken on Advisory Services,
where a client-centric approach has driven
our client interactions. Advisory Services start
with personal planning and follow with business
planning. As I've written in a previous column,
" purpose " is a powerful motivator, and planning
can help find that purpose both personally and
professionally. Purpose can make you or your
clients proactive instead of reactive. Another
common word for this is " mission. "
It is certainly not my right or responsibility
to suggest how you use your time or life, but
most public practice professionals I know are
deeply committed to their clients, team, community,
and families. Further, most accounting
professionals are quite intelligent and have
a pretty good idea of effective time use.
But the challenges of the COVID pandemic,
changing technology, constrained resources in
time, and people are making running your firm
in your way more challenging. So, my intent
throughout this year is to help you find both
evolutionary and revolutionary ideas. You can
then choose what you can implement to improve
your practice, your team member experience,
and to help you assist your clients so they can
improve their businesses and lives, too. That
seems like a tall order, but we'll both be up to it.
THAT SEEMS LIKE A TALL ORDER!
It is. But we both can find ideas that are helpful
to ourselves and others. Technology changes
affect your clients, your firm, and the people
around you. We'll continue to watch and help
you understand the latest software automation,
communications such as 5G cellular, LEO (Low
Earth Orbit satellites), and hardware innovations
in cell phones and computers with new CPUs &
GPUs. We will also include specific guidance in
our weekly podcast, The Technology Lab, which
provides background on various products. I want
to make this the year of Your Firm, Your Needs,
and Your Way. We'll look for methods to make
Your Way the most effective and easy way for
your clients, team, and partners.
I'm excited to share some useful, new
innovations that have arrived already this year.
Explaining how to incorporate these practical
things into your practice will help productivity,
profitability, and professionalism. Further, we
will avoid wasted effort, time, and resources. ■
I want to make this
the year of
Your Firm,
Your Needs,
and Your Way.
APRIL 2022 ■ www.CPAPracticeAdvisor.com
31
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april2022

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