Empowering Innovation Through Ideation & Experimentation

By Marc Staut.

Technology, personnel, accounting standards, and tax regulations mean accounting firms are constantly changing. So, it’s easy to neglect the need for innovation. However, that’s a serious mistake.  

Evolving client expectations, the commoditization of traditional accounting, tax and audit services and talent shortages demand that firms find new service lines and do more with the same resources.  

Many firm leaders find the idea of innovation challenging, but it’s possible for firms that embrace ideation and experimentation. So, let’s examine how to embrace ideation and experimentation in five areas critical for a firm’s success: leadership, talent, process, growth and technology.

Leadership: Creating a safe space

Firm leaders must create a safe space for innovation. This involves:

• Investing time and resources. Allocate the necessary time and resources to support innovative projects.
• Accountability. Establish clear accountability that matches the level of investment. Everyone in the firm should understand their role in the innovation process.
• Communication. Clearly communicate the purpose and objectives of innovation initiatives. Transparency helps align the team with the firm’s vision.
• Failing fast. Create a culture where failure isn’t a negative but a learning opportunity. Failing fast means learning to quickly identify what doesn’t work, saving time and resources in the long run.

Leaders can drive a culture of continuous improvement and innovation by fostering an environment where employees feel safe proposing and testing new ideas.

Talent: Empower everyone

Innovation is a responsibility shared across all levels of the firm. Encourage all employees to contribute ideas, regardless of their position. Small, incremental innovations are as valuable as large-scale breakthroughs.

Consider implementing regular brainstorming sessions, innovation workshops or setting aside dedicated time for creative thinking. Acknowledge and reward employees who contribute innovative ideas. This recognition motivates others to participate in the innovation process.

By empowering everyone in the firm, you can harness a diverse range of perspectives and ideas, driving sustained innovation.

Process: Order from chaos

Innovation can be inherently chaotic, but a structured process brings order to this chaos.

Develop a framework to support innovation with clear stages for ideation, testing, implementation and evaluation.

Leverage the Transformation Triangle to manage innovation projects effectively. The Transformation Triangle is made up of:

1. Leadership. Leaders must set the vision, align organizational goals and foster a culture of innovation.
2. Project management. Project managers orchestrate the initiatives to ensure all projects are carefully planned, executed and monitored.
3. Process management. Process managers focus on seamlessly integrating innovations into the firm’s existing processes and workflows.

A structured process makes innovation more manageable and increases the likelihood of successful outcomes.

Growth: Moving up the value chain

To drive growth, you must think beyond traditional services and move up the value chain.

Focus on solving complex client problems rather than just providing standard transactional and compliance services. When you provide services clients want rather than just what they need, you can command higher fees and build stronger client relationships.

For example, clients are usually willing to pay more for advisory services like strategic planning, cash flow forecasting or industry benchmarking because these services add more value to their business than filing tax returns.

If you’re not sure which services to offer, start by talking to your existing clients to understand their needs. A short conversation can help you identify innovative solutions that exceed their expectations and unlock new revenue streams for the firm.

Technology: Technical wellness

Innovation is closely tied to technology, so it’s crucial to maintain technical wellness in your firm. This means paying off technical debt and adopting a proactive approach to technology management.

Develop a comprehensive data strategy to leverage data for innovation in areas like data analytics, artificial intelligence and machine learning. You don’t always have to be at the forefront of technology trends. Instead, be a fast follower in technology adoption by focusing on smart spending that delivers the best return on investment (ROI).

Maintaining technical wellness creates a solid foundation for innovation and staying ahead of technological advancements.

Empowering innovation through ideation and experimentation will improve client and employee satisfaction and drive sustainable growth in your firm. So embrace these strategies and empower your team members at all levels to think creatively and develop new and exciting ideas to drive the firm forward.

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By Marc Staut is a principal and consultant with Boomer Consulting, Inc.