The CPA Journal

July 2002

The Success Trap

By Christopher A. Brya

Many accounting firms are adept at keeping up with yesterday’s big news. Unfortunately, by the time a firm gets comfortable with new technologies business strategies, the opportunities they present have already peaked.

The art of looking ahead to new opportunities that I advocate isn’t about predicting the future. It’s about the ability to interpret trends, avoid the “because we’ve always done it that way” mentality, and accept accountability for raising the bar for performance.

The point is that past success never guarantees future success, but it usually ensures future complacency. Companies should ask themselves the following eight questions to ensure they don’t lose out because they have “always done it that way.” Add other questions to the list. The key is to make a conscious effort to prepare for the future rather than adapt to current situations based on the past.

Technology. Are we using technology with a systematic plan for augmenting productivity, or are we acquiring or upgrading technology simply because it’s newer?
Marketing. What marketing techniques would bring significant, measurable returns?
Brand. What does our brand really convey to our customers and suppliers? Is our brand identity bringing us equity, or diluting it?
Sales. Should we implement alternative sales methods (e.g., the Internet, telemarketing)? If so, which are best suited for our business?
Distribution. Are there alternative distribution sources, extranets, wireless activities, or supply chain management solutions that would speed responsiveness or cut costs?
Investment. Are we continually investing in high-payback areas of the current environment and those we envision for the future?
Service. Do our website, call centers, people, and sales offices work together to push service closer to customers and vendors, to develop and solidify relationships, and to respond faster?
Infrastructure. Are we organized in a flat, responsive manner, or are we uncritically building on top of the old organization as we grow?

Christopher A. Brya is president of Scottsdale-based Solavista Consulting Group. He can be reached at (602) 636-2510 or chris@solavista.com

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