Tom Hood presented on helping accounting firms grow through developing a winning culture and strategy. He discussed the need to focus on leadership, learning, technology, generations, and the workplace in order to adapt to changes. Hood emphasized that organizations must learn faster than the rate of change to succeed. Firms should develop talent, offer cloud-based learning, and engage clients with technology to gain competitive advantages.

1. Growth Through A Winning
Culture & Strategy
Presenter
Tom Hood, CPA, CITP, CGMA
October 27-28, 2014

2. Tom Hood, CPA, CITP, CGMA
If there is a conversation about the future
of the profession, you're bound to hear
Hood's name mentioned as one of the
people leading the way.
– Accounting Today
! Named the Second Most Influential in Accounting
by Accounting Today Magazine 2013
! 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/

3. What is culture?

4. The sum of all learned patterns of behavior -
socially demonstrated behavior patterns.
Organizations are sums of individual cultures - our
values and strengths

5. Session Survey

6. Session Survey

7. Session Survey

9. THE FUTURE OF JOBS

10. We
are
in
a
race…!

11. It’s really a math problem…!
2006!

12. What is the #1 issue facing
Global Companies Today?

13. The Shift Change
1. Leadership!
2. Learning!
3. Technology!
4. Generations!
5. Workplace!

14. Leadership
(Next Gen)

15. The New Leadership Model

16. Tomorrow’s CPAs are:
• Proactive
• Flexible
• Collaborative
• Trustworthy
• Future-focused
• Balanced
• Technological

17. The New Leadership Model
“We are moving from
organizations well
managed to
networks well led.”
- Jim Collins

18. Learning

22. Our approach – The Four C’s
• Identify Competencies
• Career Path (Ladder)
• Curriculum
• Cloud Learning
The right talent with the right skills at the right time
www.blionline.org

23. theBounce

24. www.blionline.org

25. CloudLearning
We see this system as a key recruitment and retention
tool, allowing us to offer our people many of the things
that the largest firms do - competency–based curriculum,
career paths, and just-in-time learning, and our own
custom DS learning center. !
- Allen DeLeon, Managing Partner!

26. T
“In
a
period
of
rapid
change
and
increasing
complexity,
the
winners
are
going
to
be
the
people
who
can
LEARN
faster
than
the
rate
of
CHANGE
and
faster
than
their
COMPETITION.”
-­‐
Tom
Hood,
CPA.CITP.CGMA
7/24/14

27. Technology

29. Cambrian “Big Bang” Explosion

30. Where Did I Get This Stuff?

31. Where Did I Get This Stuff?

32. The cloud as competitive
advantage?
1. Increased Revenues (Growth)
2. Increased Profitability
3. Increased Retention (and
recruitment)
4. Flexibility and Agility
5. Collaboration and Innovation

33. The Cloud – 5 things you can do
1. Expand offerings and move toward
higher value-added services, such as
strategic business, tax, and financial
planning.
2. Develop technology skills to connect
systems together from multiple
vendors.
3. Use and recommend collaborative
accounting technologies to broaden
and deepen client engagements.
4. Educate staff on technology solutions
and adopt a set of recommended
products for clients.
5. Be proactive with engaging clients in
strategic technology planning.

34. Generations

35. The Danger Zone

36. What’s
Keeping
young
CPAs
up
at
night?
1. Not
enough
Lme
2. Being
reacLve
vs.
proacLve
3. Talent
development
4. Keeping
up
5. Growth
(and
opportunity)
6. Doing
more
with
less
7. InformaLon
overload
http://cpa.tc/54s

37. 11
things
young
professionals
want
you
to
know
1. More
collaboraLon.
2. More
transparency.
3. Encourage
iniLaLve.
4. Focus
on
strengths.
5. Expect
the
unexpected.
6. Take
Lme
to
save
Lme.
7. Look
beyond
the
billable
hour.
8. Engage
your
team
in
your
vision.
9. Be
realisLc.
10. Train
your
staff
and
expect
accountability.
11. Take
a
financial
risk
on
leadership.
http://cpa.tc/54r

38. Workplace

39. Work is not a place, it is what you do.
And… What you do while working
is fundamentally different.

42. The challenge
opportunity is to make the
shift from the first curve to
the second curve at the
right time and with the
right strategy

43. Disruption Innovation
Threat Opportunity

44. Anticipation is showing up across
our Profession
Survey
results
from
MACPA
Town
Halls

45. Your clients want the “new you”
“I need you, but I
don't need the old
you. I need a new you
who understands the
transformation I’m
going through as your
customer. If you don’t,
you're out of touch.”
- Dan Burrus futurist
http://cpa.tc/1pt

46. The Three T’s – Technology, Talent Time
What would Rita say?
“How
would
you
think
differently
about
your
strategy
if
you
knew
your
advantage
might
not
last?”
Rita McGrath, Columbia Business School!
Author – End of Competitive Advantage!

47. CO-P

48. Five Ways to Thrive in the Shift Change
1. Power of Vision, Purpose Alignment
2. People - Strengths Positivity (ROP)
3. Collaboration Engagement
4. Learning Development – LC
5. Technology (RONI)

49. The Opportunity – Be the House
• 15 X – ROI on Strategy as Process
Alignment (Jim Collins – Built to Last)
• 8 X – Engagement Trust (Gallup)
• 10X – Return on Leadership (Information Masters)
• 20 X – Return on Culture (Information Masters)
• 3 X - Return on Positivity (Dr. Barbara Frederickson)
www.bizlearning.net

50. The Shingo Model

51. Disruption and RONI
The gap is widening, faster!
We think
this is trade-off
Source: Clayton Christensen, “Innovation Killers”

52. Think Big!
Think New!
Think Fast!
- Mike Walsh

53. Tom
Hood,
CPA.CITP
CEO
Maryland
AssociaJon
of
CPAs
Business
Learning
InsJtute
(443)
632-­‐2301
E-­‐mail
tom@macpa.org
Web
hVp://www.macpa.org
hVp://www.blionline.org
Blog
hVp://www.cpasuccess.com