Twyla Verhelst: Firms Must Get Creative to Compete

With Liz Farr

Creating the firm you want means you have to be intentional about it, said Twyla Verhelst, CPA. The head of Accountant Channel at FreshBooks and creator of Women in Accounting Mentorship said the first step is getting clear on your why, your firm’s why and your team’s why so you can approach growth more intentionally.

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She said CPAs should be asking, "Why is it that a particular goal appeals to you?" "Is that the right thing to be working toward now?" "What will you do to get there?"