Let’s be honest: accounting isn’t just about tax returns, payroll, and management accounts.
Yes, those things matter, but they’re not why your firm exists. They’re not what gets you or your team out of bed in the morning, and they’re certainly not what sets your firm apart from the one down the road.
So here’s the real question: What do you and your firm truly stand for?
That question might feel a little philosophical, but it’s actually one of the most practical and powerful things you can ask.
Understanding your firm’s purpose, your raison d’être, isn’t a branding exercise. It’s a strategic one.
When you’re clear on your purpose, everything else starts to make sense. You can:
- Make better decisions
- Align your team more easily
- Attract the right clients
- Say no with confidence to the wrong ones
And ultimately, build something more meaningful…
Clarity of purpose builds organisational health. It’s what gives your team a reason to care and your clients a reason to trust you.
When people know why they’re part of something and believe in that "why" they go beyond simply turning up. They are engaged because they belong.
This is just as true for your team as it is for your clients.
Your purpose will attract clients who can align with your values.
Your purpose will mean these clients will stay with you.
In a world where culture and human connection matter more than ever, your core purpose is the key.
"What do you and your firm stand for?" is Question 3 of the 8 Questions of Strategy in our book, Your Firm’s Future.
Understanding what really drives you is a key part of building a healthy, aligned, and successful firm, one that stands for something bigger than just the work you do.
Because when your purpose is clear, your path becomes clearer too.