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Par$cipant*Polls*
CCHUC15*
Tom*Hood,*CPA,*CITP,*CGMA*
CEO*
MACPA*&*Business*Learning*Ins$tute*
@tomhood*
Genera$on*
Biggest*Challenges*
1.  Succession*&*
Talent*
Development*
2.  Being*reac$ve*vs*
proac$ve*
3.  Recruitment*&*
reten$on*
4.  Managing*change*
5.  Not*enough*$me*
109*responses*
Top*Skills*
1.  Communica$on*
2.  Inspiring*and*
mo$va$ng*others*
3.  Strategic*&*Cri$cal*
Thinking*
4.  An$cipa$ng*and*
serving*evolving*needs*
5.  Influencing*and*
persuading*others*
Biggest*Challenges*
1.  Succession*&*Talent*
Development*
2.  Recruitment*&*
reten$on*
3.  Being*reac$ve*vs*
proac$ve*
4.  Not*enough*$me*
5.  Managing*change*
85*responses*
Top*Skills*
85*responses*
1.  Strategic*&*Cri$cal*
Thinking*
2.  Communica$on*
3.  Inspiring*and*
mo$va$ng*others*
4.  An$cipa$ng*and*
serving*evolving*needs*
5.  Change*leadership*
Top*Challenges*Facing*Your*Firm*
85*responses*
1.  Recrui$ng*top*talent*
2.  Engagement*of*our*
people*
3.  Workload*
compression*
4.  Reten$on*of*top*
talent*
5.  Business*
development*and*
growth*
http://www.blionline.org/ao
Tom Hood, CPA, CITP, CGMA
CPA Practice Adviser Accounting Hall of Fame
Named the Second Most Influential in Accounting by
Accounting Today Magazine 2015
Top 150 Influencer by Linked-In
Top 25 Influencers in Learning & HR by HR Examiner
Top 25 Public Accounting Thought Leaders by CPA
Practice Adviser
Working on Learning Management with AICPA/CPA2Biz,
Cloud Curriculum, Performance Management /XBRL,
Leadership & Generations
CEO
Maryland Association of CPAs
(MACPA) www.macpa.org
Business Learning Institute
(BLI) www.blionline.org
http://www.linkedin.com/in/tomhood/
Hood's&greatest&a,ribute&isn't&that&he&consistently&
glimpses&the&future&more&quickly&than&the&rest&of&us&
(though&he&does).&It's&that&he's&able&to&bring&it&back&to&
the&present&and&serve&as&its&?reless,&inspiring&and&
effec?ve&champion.&&&&&&&&&&&&&&&&&&&&– Accounting Today
 
Wolters Kluwer CCH Users Conference ­ Oct 25­28, 2015 
What is hard about being an accounting professional? 
Explaining to a client our value and our industry not keeping it where it should be.  
Time requirements 
Attempting to be all things to all clients... 
Time management  
It is not hard, just exhausting.   
Managing work life balance in the profession 
Managing family and work 
Handling client expectations 
Time commitment 
Time commitment  
Compromising and adapting to change in the fast technological environment 
No time for long term strategic planning 
Busy work versus value work 
time commitment  
Time management 
Working with different generations 
Always putting out fires 
The volume of complex returns being completed close to a deadline and the related time commitment.  
Adjusting from compliance to advisory 
knowing exactly what the product offerings are 
Hurdles of changing to retain talented staff 
Value added services 
Keeping up with new laws and business changes to deliver great client service. 
Keeping up with all changing tax laws 
Time requirements  
Trying to be everything to everybody and doing it well 
Tired of compliance work 
changing regulations  
Being current with social media 
Time commitment away from family 
Marketing 
Time commitment, unable to take vacation without being interrupted with work 
Busy season  
Technology 
 
What is hard about being an accounting professional? 
Busy season 
Managing client expectations with staff expectations  
Time management  
speed of change 
managing client expectation  
Finding the right people to fit the firm 
Lack of experienced staff 
 
Hard Trends & Opportunities 
This exercise involved identifying the Hard Trends (future facts) that will happen and to develop 
opportunities for firms to take advantage of these future certainties. 
The three categories of hard trends are: 
1. Technology and the three digital accelerators (Processing, Bandwidth, and Storage) 
2. Demographics (Gen X ­ managers are one half of both Boomers and Gen Y) 
3. Government regulations 
 
Hard Trend Opportunity 
Years in retirement is expanding  Offer financial services to an aging population 
Partner retirement  Using technology to supplement experience and staff. 
More automated tax prep  Offer alternative services to tax prep 
Aging boomers  Fast tracking managers into partners 
BEPs  ??? Cut out dead weight 
*ELearning needs to reflect how people  Micro modules and device and location agnostic  
want to learn   
Tax law always changing New services for clients ­ planning & proactive 
Unmotivated staff (Soft trend) Inspire and develop staff (involve and engage) 
New tax laws  More better work for CPA firms ­ job security  
New tax laws Educate clients as laws come ­ proactive approach. 
Automation of Tax & Accounting Automate and move up value chain 
Increasing technology  Helping clients transition to new tech 
Aging Baby Boomers Fast track to partner 
Access to more technology Deliver results to clients and communicate using more  
technology 
SALT regulations increasing Develop SALT consulting niche  
Firm mergers/acquisitions  New pars attracting new business owners  
Retiring partners Focus on succession planning 
 
 
Hard Trends & Opportunities 
 
Hard Trend Opportunity 
Partners retiring Opportunities to move up current staff 
Succession planning Advancement opportunity 
Increasing Technology  Use technology appropriately ­ make capacity for more 
Partners mandatory retirement Fast track high potentials 
Millennials are not looking to work as hard as their predecessors Develop new staff 
Partners retiring Advancement opportunities  
Tax return completion by computers  Revolutionize the service offering to the client ­ more value  
Automation of tax preparation on cloud Proactive to clients all aspects leverage technology 
Partner retirement Change employee track ­ career plans 
Partner retirement ­ loss of knowledge Work across firm to leverage wisdom of boomers and skills  
of other generation (X & Y) 
Shortage of Managers ­ Gen Xers  Fast track high potentials & upskill 
 
* Note: Nano­learning is in the latest exposure draft for CPE Standards from the AICPA/NASBA and 
has been adopted in two states, Maryland and Ohio 
The Burrus/BLI ​Anticipatory Organization: Accounting and Finance Edition​ (​www.blionline.org/ao​) is 
structured learning in three minute single concept videos with rapid application exercises developed 
specifically for the accounting / finance profession ­ together it is in a five hour CPE module to qualify in 
states without nano­leanring. 

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Top Challenges & Top Skills for Accounting & CPAs #CCHUC15