Throughout my time overseeing the accounting profession, one constant has been how little control practitioners feel over their work lives. This, at its core, needs to and can change, especially with where technology is at and is going. All of you need to decide to take that control and make this the year it finally happens.
The “better story” that needs to be told for the profession won’t happen until more professionals say “enough” to the things that make them feel powerless or less in control. On a more positive note, I cannot recall a time in over three decades when accountants had more opportunity to actually say what kind of work they want to do, how they want to do it, the kinds of clients they want to have, and even the kind of accountant they want to be.
Too often in this profession I have heard accountants exasperated over how things seem to happen to them: Deadlines, clients, technology changes, vendor relationships, “the work.” All of this gives rise to an accountant’s greatest enemy: Burnout.
In the end, the less control you feel over your work and personal life, the more power you give to burnout. This, as we know, leads to, and has led to, fewer people wanting to be in or join this incredible profession.
So, now we come to it. I’ve asked this question before, but it’s more important that you ask it of yourself. If you choose to remain an accounting professional, as an owner, manager, or any kind of support, what kind of accountant do you want to be? The possible answers have never been more varied and can be seen as either a deterrent or an opportunity.
Here’s the straight tea, at least as I see it: When you’re focused more on outcomes for your clients, you can indeed structure your practice in such a way that doesn’t rely as heavily on volume and production of work. This makes your relationship less transactional and, let’s be honest, more meaningful to your clients. And when you aren’t bogged down with production, there is more capacity to focus on those outcomes.
Yes, the “work” still needs to be done. Yes, you can and should charge more for what you do. But that doesn’t give you the level of control I’m referring to and that you deserve.
Some have chosen to outsource; others look to automation. But with all that you can indeed outsource or automate these days, and I haven’t even touched on what AI can do; doesn’t it make more sense to figure out how your time is spent?
Yes, AI is here. Like the cloud and all related automated technologies before it, it’s not a fad. It’s not going away, even after “the bubble” bursts. The difference here is that AI tools, as they stand now, place more control in your hands than anything that’s come before (OK maybe pen and paper, but you get the idea).
AI isn’t exactly software. It’s not built on an “if/then” string, so when you get to the “then” part, you have to wait for a new version, add-on, or even API to talk to the other software. AI does what you ask it, and you may need to ask it a lot, and often, and in detail. It also does what the data says, and if you know that data is right, it will be too, and we’re only just getting started.
To me, this is control. This is saying, “I have a say” in how this goes. And that’s the whole point of my missive here. Between all of the tools, techniques, and hopefully support from your team and colleagues, you have the opportunity to truly be the kind of accounting professional you want. In a larger sense, you get to say what being an accountant actually is
It can’t be drummed home enough, and it may be counter-intuitive to everything you learned about accounting, but the way it’s always been done is not necessarily the best way. You get to say how, when, and what your future looks like, which, by the way, is already here.
So, how will you move forward from this point? What will indeed be different and better not only this year but also in your career and life? It’s your call; don’t ever forget that.