There's a lot of talk about finding your 'Why' recently, based on a famous book and Ted Talk by author, business coach and motivational speaker Simon Sinek. But what is it and why should accountants listen?
At the 2020 Group annual conference in Birmingham recently, Paul Dunn gave an impassioned speech on practices finding their 'Why'.
Based on this same theory from Sinek, Dunn's speech implored practitioners to find their 'Why', in other words the purpose, cause or belief that inspires you to do what you do.
On finding this, Sinek argues, can you then reach your full potential as a firm and reach the clients you want to reach - those who share your passion and enthusiasm.
"I imagine a world where people wake up every day inspired to go to work and return home at the end of the day feeling fulfilled by the work they do, feeling that they have contributed to something greater than themselves," according to Sinek.
To first buy into this philosophy, accountants need to recognise that they don't need to accept whatever clients and work rolls in the door. Instead, realising you have the ability to pick up and work with your ideal clients - the ones who resonate with your firm's why will lead you down the path of picking them up.
Indeed, according to Flume founder Raoul Monks who also follows this philosophy, finding your why can even help you improve the conversations you have with clients and prospects, to bring both them and you more value.
In addition, having a purpose and renewed passion for what you do and why do you it rubs off on staff, Dunn said, with each one feeling "switched on due to being part of a bigger purpose".
Dunn used examples of firms which have featured their 'Why' prominently on their websites. Tayabali Tomlin, whose 'Why' is featured prominently on the homepage, Inspire CA, who's dedication has led to it crowdfunding a cafe for like-minded business-owners and clients to meet, and purpose.je - another firm with its purpose (funnily enough) splashed across its homepage.
There are many ways of figuring out your 'Why', including watching Sinek's Ted Talk, one of the most watched of all time.
But for an accounting-focused angle, AccountingWEB's Practice Excellence Conference on 6 November will include sessions explaining how to implement this ideology in your firm.