The accounting profession can be demanding, with long hours and a lot of stress. Getting lost in the daily grind can be easy, but when you’re doing something that aligns with your purpose, you’ll find yourself becoming happier and more productive.
Purpose is a powerful concept in both the personal and professional world. Firms that have discovered and defined their purpose can rally their teams and clients around them. And those that haven’t, struggle to understand the purpose of their existence.
Let’s start by defining what “purpose” is. Your purpose is what drives you to do what you do and why you do it; it’s why you get out of bed every morning and go to work. You might think your purpose is obvious — maybe you’re trying to provide for your family or help people struggling financially. But if it were so obvious, why do so many people have trouble finding their passion in accounting?
What is the “why” behind your firm?
The why of your business is far more important than the what or the how. The why will help you find the right people to work with and attract clients aligned with that vision. The why is what drives us to do what we do. It’s our motivation and inspiration. It’s why we put so much effort into building a business that matters.
To understand your why, you need to understand what drives you. What are the drivers behind your business model?
These drivers can include:
- The impact your work has on people;
- The way you approach solving problems;
- How you see yourself in your field; and,
- What you value most about success in your field.
Creating a vision
Building an environment of purpose means creating a culture where everyone on your team understands why they are at work and what they are working towards. It means that every team member can see how their contributions fit the bigger picture, giving them more meaning and motivation in their day-to-day activities.
You need to know what you want before you start planning for it. This is a crucial step that many forget to take. If you don’t know what you want, your chances of getting there are slim. The more you know about what you want to achieve, the easier it is to define your vision. It also helps you identify where there might be gaps in your plan so you can fill them with additional resources and support — saving you time and money by preventing any unnecessary work or missteps along the way.
You also need to identify what success looks like for you and your firm. Success is personal, and it can look different to everyone. For some, success might mean getting a promotion at work or having more money in their bank accounts. For others, it means being able to help more clients or provide better service to those they currently serve. Whatever your definition of success is, be sure that it aligns with your values and ambitions, so you don’t lose sight of what’s truly important.
Experience and culture
Develop and implement a positive client and staff experience throughout your practice.
Ensure staff and clients feel welcome when visiting your office or your website. If someone walks through the door, make sure they have a great first impression of what it would be like to work or do business with you.
Developing a strong culture within your team will help them become better service providers, ultimately leading to happier clients. Encourage peer-to-peer mentoring, and offer training sessions on various topics such as communication skills and time management.
Create a positive client experience by providing exceptional service every time they walk through your door. This might mean offering them coffee or water while they wait or greeting them warmly by name when they arrive at the office. You can also share articles, tools or resources that will help improve their financial situation so they don’t feel like they’re coming just for bookkeeping or tax services, but for advice as well.
Becoming a purpose-driven practice
Being “purpose-driven” is a term that describes building an environment of purpose in your accounting firm. Purpose-driven practices are not just about making money. They have a mission, a purpose, and they aim to make an impact on the world through their work. They are not only driven by profit but also by values such as integrity and trust.
When you create a work environment that integrates your values and deeper meaning, you can create the life you desire, where work is not a chore but becomes part of who you are and what you stand for.Â
