Business Strategy | Leadership / Management | Organizational Development

Don’t just keep up with change. Blow it away.

I know what you’re saying: “Change is hard – the hardest problem we face today."


I’m not saying keeping pace with change is easy. It’s not. But it’s also not a problem.

It’s an opportunity – a huge one.

In fact, Daniel Burrus hesitates to use the word “change.” When it comes to our current and future realities, he uses “transformation” instead.

"We live in a transformational time,” says the futurist and author, who keynoted the 2012 CCH User Conference in San Diego. “In the next five years, guaranteed, we're going to transform – not change, but transform – how we sell, how we market, how we communicate, collaborate, innovate, train, educate. Is this just for the big companies? No. It's about relevancy in a world that's transforming.

“This is a big deal,” he added. “It's the biggest deal that's happened since we've been around, and it represents amazing new opportunities for us to bring new value to our clients.”

Here’s why:

Burrus sees the value that CPAs add as a pyramid. The bottom part of the pyramid – by far the largest part – currently consists of the data and information that CPAs provide to their clients. The smaller, top part of the pyramid consists of knowledge and wisdom.

Groundbreaking technological changes are making data- and information-management services obsolete. That leaves CPAs with the golden opportunity of using their knowledge and wisdom to provide clients with insight, foresight, and consultative value.

“Before I had access to the data and the information, I needed you to give it to me,” Burrus said. “Now, we're heading toward real-time accounting and auditing. When we get that point, your value shifts to the knowledge and wisdom parts of the triangle. I need consultative value from you – and by the way, I'll pay more for that.

“I need you, but I don't need the old you. I need a new you who understands the transformation I’m going through as your customer. If you don’t, you're out of touch.”

And stop thinking you have to keep up with change.

“Keeping up is a fool's game,” Burrus said. “I want advantage. I want to do what others aren’t doing. I want to see what others aren’t seeing.”

Burrus sat down with me for a one-on-one interview before his CCH keynote. Watch the interview here:



Bill Sheridan