Why you should find your 'Why'

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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 homepageInspire 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.

About Rachael White

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29th Oct 2014 10:16

Finding your "why".

Really like tapping into your energy. Some people actually know what it is all about. I have a sneaky feeling that you've either got "it" or you haven't. I don't think it is something that can be taught. It's a wonderful feeling being on the same wavelength as others and realising it.

I was watching a profile of Hitler the other night, absolutely incredible how he was able to cast a spell over his audience (apart from the thuggery). It's more than self-confidence. It's knowing that you can influence others.

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29th Oct 2014 12:10

Something for every firm to think hard about.

I'm a passionate believer in this approach.

Finding your own 'Why' as well as that of your business is incredibly empowering. 

Although challenging, every firm should be able to explore and come to an understanding about its purpose. That to me is the essence of differentiation, and where your brand, services and client approach converge.

Really looking forward to Raul's session at the conference.

 

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29th Oct 2014 16:33

Why is 42 the answer?

Having worked for a number of CA firms since May 1971 to date, including one of the Big 4 for nearly 20 years I can tell you that firms love these guys who try to convince their workers that its all about something more noble than money.  Don't kid yourselves.
 

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30th Oct 2014 09:52

Clients

Extract above

'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'.

 

I am just starting up so i am glad of any work that rolls in the door, in a few years time who knows. 

 

 

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30th Oct 2014 11:59

@Andrew

You should find that your client base will form naturally. There will be clients that you don't like and vice versa. By talking to your clients you will find common ground. Don't be impatient to build your practice. 

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31st Oct 2014 10:14

Client base

Morning John

Thank you for your message, I am adopting your approach, though there are one or two clients that make my blood boil, and their getting a good job done (successful appealing against fines ect and moaning about fees), whats  an accountant supposed to do.   

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31st Oct 2014 10:24

You could

"grin and bear it". These are the sort of challenges that will form the basis of your practice. Do they moan but pay? Do they "play" at business or are they interested in developing it? There will be many "blood boiling" scenarios as you build your practice. You should treat each one as a learning curve. Don't be afraid to make mistakes. Our brains work best when things aren't perfect.

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31st Oct 2014 12:08

Okay

Grin and bear it,  it is,            mind you, I take it you have never met one of my client, lets just call her Mrs 'X'.

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15th Nov 2014 13:01

Thanks for the kind words Rachael, and awesome to hear you took away plenty from Paul's presentation :-)
 

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