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California CPA Magazine

It's Material

November 2023: What’s Your Story?

Gone are the days when CPAs were confined to ledgers and balance sheets. As tech advancements reshape the profession and client expectations evolve, CPAs stand at a critical crossroads: Do we tread the familiar or do we transform into strategic partners guiding business decisions, leveraging financial insights to inform company direction and playing a pivotal role in long-term planning?

Safe to say that only one path propels CPAs, their clients and businesses they serve, and the 

That begs the question: What does this different mindset entail? It starts with accepting what is, adapting to the new, continuous learning and taking a 360-view. 

In a world that is spinning faster than ever with tech advancements and regulatory shifts, and market trends that constantly reshape the landscape, a 21st-century CPA is a sense-maker, seeing what others can’t and helping their clients reach new heights.

A strategic CPA recognizes that staying relevant means staying informed and expanding their knowledge beyond traditional finance. We’re talking data analytics, risk management or even behavioral economics. This lifelong learning keeps CPAs ahead of the curve—and allows them to point out that upcoming curve to clients to help them prepare for what lies ahead.

This mindset further understands that financial data isn’t isolated; it’s interconnected with various facets of a business—operations, marketing, human resources and more—and allows CPAs to identify opportunities and challenges that might not jump off a balance sheet.

In an era where data is abundant, but insights are scarce, strategic CPAs are the ones translating numbers to into actionable insights to elevate clients.

Instead of being viewed as a mere service provider, CPAs become trusted partners in decision-making.

The journey to strategic adviser might seem challenging, but it aligns with the changing demands of the business world. Those who grasp this opportunity enhance their professional profiles and play a pivotal role in shaping the clients and organizations they serve.

The role of CPA is undergoing a transformation, compelling professionals to shed their conventional image and embrace a strategic adviser mindset. CalCPA stands ready to help shape this shift and move the profession forward. Are you in?

Embracing a New Mindset

In the ever-evolving  landscape of business and finance, CPAs are at a critical crossroads: Continue with business as usual, while everything around them changes, or transform their mindset from financial experts to strategic advisers.

October 2023: Embracing a New Mindset

Here’s a fun fact for you: Did you know that thousands of pieces of legislation are introduced in the Legislature each year? And while many of those pieces don’t directly touch the CPA profession, there are plenty that do—and that’s where our advocacy and public affairs team kicks in.

From proposals dealing with audit requirements for digital financial asset businesses to reintroduction of environmental, social and governance, and from wealth tax legislation to possible regulatory oversight of artificial intelligence programs and businesses that employ them, our team does the heavy lifting of poring over legislation with an eye toward protecting you and the profession.

But it doesn’t stop at just reviewing the legislation. We continually provide comments on legislation and work with stakeholders to educate them on the issues affecting you and your clients.

And what makes our efforts even stronger is the dedication of our members to join with us and amplify the voice of the profession. Each year, hundreds of members join together at the state Capitol to meet with legislators to discuss current issues facing the CPAs—and their clients and businesses—in California.

CPA Day, as we call it, is one of the most important annual events we have. And if you have participated in the past, thank you. Your voice and support go a long way to pushing the profession forward and establishing important relationships with members of the Legislature. There is something powerful about sitting face-to-face with someone and providing them with information and stories that bring the life the impact—or potential impact—of legislation.

If you haven’t had a chance to see what CPA Day is all about, then consider this your personal invite and circle Wednesday, Jan. 17, on your calendar for our next trip to the Capitol. Never talked with a legislator before? That’s OK. We’ll provide you with all the information, talking points and direction you need to make your visits successful.

The more voices we have, the more diversity we have. The differing backgrounds, experiences and thoughts that our members bring are key to ensuring our community and profession thrive. So the more members we have participating, the more voices—the more perspectives—we’re able to bring to CPA Day.

The day also includes our Legislative Summit, which brings together CalCPA and leaders in the public policy space to discuss issues facing California and the profession; help us understand the top issues; provide information on the ins and outs of how to navigate the legislative world—and how you can make an impact.

Join us and lend your voice. You won’t be disappointed. More details will follow in the coming weeks, so keep an eye on your inbox and at 

What’s Your Story?

December 2023: On Your Behalf

President & CEO

Denise LeDuc Froemming, CPA, CAE, MBA

Who can resist the allure of a captivating story? Kids love them before drifting off to sleep. TV shows, books and movies hold us in their grip with imaginative tales. Stories provide a peek into who someone is and connect people on a personal and emotional level.

If you’ve been around CalCPA over the past couple of months, you’ve seen us start to tell our story with our new brand and refreshed website showcasing our dedication to supporting a dynamic and evolving profession. If you haven’t experienced the change, check out this 

The profession is made up of more than spreadsheet masters and tax code wizards. And storytelling helps spread that message to attract and retain the next generation of CPAs and finance pros—and to attract and retain your clients. Your story can help potential clients relate to you beyond your technical skills and open the door for you to enter their trusted partner zone. 

For a taste of what this storytelling looks like, hop over to our 

, where you can get to know some of our members, who, outside the ledger, are chefs, musicians, triathletes—and everything in between.

Stories convey ideas in a memorable way while enabling you to highlight your values and clarify or enhance your firm’s/organization’s brand and strategy and client/customer relationships. Sharing your story and journey builds trust with your clients and differentiates you because they understand why you do what you do and who you are—not just what you do. 

Plus, personal stories make us more approachable and relatable. Did you know that after a presentation, only 5 percent of attendees recall specific statistics from an event, while over 60 percent could remember a story told by a presenter?

Stories also allow you to showcase your expertise. Rather than rattle off a laundry list of services you can provide, tell a story of how you’ve helped clients achieve their financial dreams. 

These stories help shape your brand beyond a logo or catchy tagline; they help craft conversations that scream expertise, reliability and trustworthiness—and, above all, celebrate the human touch. 

Remember, it’s not just about what you know; it’s also about who you are and how you can make a difference in your clients’ and customers’ lives. You do make dreams come true!

The profession is made up of more than spreadsheet masters and tax code wizards. And storytelling helps spread that message to attract and retain the next generation of CPAs and finance pros—and to attract and retain your clients.