Technicians? Marketers? Hogwash?
"We are technicians," said Accountant Joe. "We are not meant to sell. I do great work, then the clients refer me." In the office next door, Accountant Jeff replied, "Sure, the quality of the work has to be there, but we have to market ourselves and constantly develop and refine our own personal brands." Remarked Accountant Joe, "Hogwash!"
This is probably a familiar scene to all of us. I suspect you and every single one of AccountingWEB's nearly 130,000 weekly readers can name names on this scenario! How does this tug-of-war play out in your workplace? Post a comment.
Prior to this role, Caleb served as the editor of Going Concern since its founding in 2009. During his time as editor, Going Concern quickly became one of the most popular and talked about websites in the accounting profession. He has been named one of Accounting Today's Top 100 Most Influential People every year since 2011 and has been published on numerous websites, including Above the Law, Deadspin, Denver Business Journal, and the Huffington Post.
Caleb is an adjunct professor of journalism the Community College of Denver in Denver, Colorado, where he teaches Internet Media.
Prior to falling bass ackwards into the media business, Caleb spent over five years working in public accounting, with more than three of those years at KPMG. Caleb received a Master of Science in Accounting from Colorado State University and a Bachelor of Science in Business Administration from the University of Nebraska at Kearney.
Caleb spends a lot of time on a bicycle and reading, but never at the same time.