paul dunn: cpas change lives

[jwplayer mediaid=”19373″] here the legendary practice management guru paul dunn previews his planned talk at the aicpa pracitioners conference in june. and here he is delivering a ted talk: [jwplayer mediaid=”19374″] an engineer by training who quickly discovered people were … continued

what, exactly, is “change?”

hint: it’s not an “event.”

bruce w. marcus

by bruce w. marcus
professional services marketing 3.0

in the context of professional services practice and marketing, change is alteration of a process, practice, or condition that varies from the past.

first, for all the talk about change, and all the writing and talking and handwringing about change, it becomes clear that too many professionals see change as an event, finite, an end in itself. in fact, change is not an event that’s arbitrarily made to happen, but a process — the result of which is that something changes. most often, and with rare exceptions, that process leads to an evolution, and sometimes, even revolution (such as professional firm advertising, long forbidden – now common).

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