S2E1 - Amy Vetter | The Future of Accounting: How Firms Need to Change&Why We Need to Become Cherished Business Advisors - a podcast by Peter Margaritis, CPA & C-Suite Radio

This is an exciting time to be in the accounting profession – we are at a turning point, and the profession is recognizing that just counting beans is not going to get us into the next century (or even the next decade). We need to change our role and relationships with our clients, and we need to be proactive about investing in developing technologies that will allow us to do so.
 That’s why I sat down to talk with Amy Vetter, a key influencer in the accounting industry and an accomplished tech executive, entrepreneur, and keynote speaker. Amy is the author of Integrative Advisory Services: Expanding Your Accounting Services Beyond the Cloud, the CPA and accounting professions' guide to the future of delivering advisory services to their clients.
 I've been dying to interview Amy since I saw her speak at the 2018 National CPE Educators Conference in New Orleans. She was the kick-off keynote speaker of this conference, and let me just sum her presentation up: She knocked us over!
 Amy just understands what the profession needs going forward, and on top of that, she has a knack for explaining what the profession needs going forward – and that’s why her book is so valuable.
 Integrative Advisory Services is a toolbox that any firm can pick up (and should) if they want to begin thinking differently.
 It’s an effective (and surprisingly interesting) accounting book because there are a lot of stories; real life experiences that relate to how we can help clients, the challenges that the profession is facing with technology, and what we can do about it. 
One of the key ideas in the book is that we need to evolve our relationship with our clients. We need to become CHERISHED Business Advisors – not trusted. 
We've been talking about being the ‘trusted business advisor’ in the profession for a long time, but if you look up the definition of trusted, it means you’re being honest and sincere. 
“And to me that doesn't describe that relationship because that's what we should be. We take ethics courses. We have a CPA exam and say we're going to be ethical… I don't feel like that's something that you should be striving for. You just should be that.” 
What you want to strive for is being cherished – when clients can't imagine not having you as part of their business because you are providing so much value. Money isn’t an issue because you're an integral part of their business. 
“As an advisor, you’re helping to save businesses. You're helping them stay in business. You're helping their families, their employees’ families. It's the most rewarding job as an accountant, I believe, when you can get in that role.” 
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Resources:Learn more at AmyVetter.com
Connect with Amy: Twitter | Facebook | LinkedIn | InstagramIntegrative Advisory Services: Expanding Your Accounting Services Beyond the Cloud
 Business, Balance, and Bliss: How the B3 Method Can Transform Your Career and Life
 Watch Amy’s TEDxTalk: "Disconnect to Connect: The path to work-life harmony"
--Change Your Mindset is produced by Podcast Masters
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