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Oh, no.  I’ve been having some radical thoughts lately.
If you know me, you know that any RADICAL thoughts from me are probably fairly milk toast radical. A CPA recently told me that some of my comments offended him.  While that is certainly not my mission, his comment tells me that maybe I’m making progress.
What I am wondering today is why so many CPAs in fairly successful public practices think they are doing “it” the right way because they make good money?  And, why do many of the non-partner people working inside so many firms ask me why their partners/shareholders/owners don’t “get it?”
Gale Crosley‘s latest newsletter has an excellent article that I hope you will read and share with everyone at your firm.  Here’s her closing paragraph:
What’s the takeaway?  Let go of the predictable, self-promoting messages and talk to your prospects about them, not you.  Focus instead on specific issues and solutions.  Do it on your website, in your social media, in your marketing materials and in your proposals.  Never before have we had the tools to communicate so personally and directly with clients and prospects.

Dare to distinguish yours from the brown-paper-wrapped commodity firms out there.  Instead, create an organization that’s bright, distinctive and dedicated to something beyond its own self- reflection.
The article is titled, “There Is No Branding in Romania.” Take a few minutes and read it.
More on my radical thoughts in future posts, be sure to check back.  

 "By 'radical,' I understand one who goes too far; by 'conservative,' one who does not go far enough; by 'reactionary,' one who won't go at all." - - Woodrow Wilson 

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