Billy O’Connor FCA draws on his experience as an executive coach to share some words of wisdom for his fellow Chartered Accountants.
As a Chartered Accountant and executive coach, do you see a shift in the areas of management and leadership?
There’s a story that Einstein was once asked by his assistant why he had set the exact same exam papers for the third year in succession. His reply was that the answers were different. Clever! I would say the same of coaching and mentoring managers and business owners today. It’s generally the same broad issues and challenges, except the answers are completely different in this period of unprecedented change. Competition, technology and knowledge are not just exponentially growing, but are feeding off of one another and this multiplier effect is what’s causing such a changed environment and stressing business owners.
What common problems or failings do you encounter time and time again, and how can they be remedied?
I can safely say that the lack of a proper staff and team performance appraisal system can often be the root cause of what I find when I am carrying out my diagnosis. When you think about it, business survival and growth is really pretty simple. It’s about four things: you need to find more of your ideal clients; you have to get them to buy more; and you’ve got to watch your margins and pricing like a hawk. Lastly, if you don’t have proper systems and procedures and, in particular, clarity about what each person is expected to deliver, all of the additional business that you’re trying to generate cannot be managed. That’s why, for example, franchise operations are far more successful than other start-ups... systems, systems, systems!
You refer to “hard” and “soft” management skills. Why is it important to know the difference?
In fact, I would put it more like having three hard and three soft resources at our disposal every day. As managers, we’re expected to be competent and skilled in the three “hard” technical areas. For example, as a Chartered Accountant, managing the three hard resources of finance resource and all that entails; knowing your products and services resource and everything about them; and our physical/tangible resources like fixed assets, IT and so on.
There is a general weakness across organisations in the three “soft” resources These are people, time and – probably one of the most important resources of all – culture and values (also known as “how we do things around here”). I often see investment being made in resources that do not need investment at all, and these are generally on the hard side. It’s like strengthening a link in a chain that doesn’t need strengthening. I often ask owners of businesses: ‘What is your greatest resource?’ They invariably point to “my staff”. However, when I ask them how much time and money they actually invest in their staff, I find slight flushing around the gills from embarrassment!
Your firm uses a patented methodology and a unique toolkit. At a high level, how do they work?
One of the other big gaps I come across in businesses today is the absence of a strategic thinking and planning process. Okay, medium and larger companies often have three-year budgets and the like. However, these are not strategic plans. They are budgets. We have a process called 2143 (why it’s 2143 and not 1234 is for another day!) and suffice to say it’s four steps that can be used by any individual, team or company to get a simple strategic plan on paper. Try it out for your own career. It must be done in the order of 1, 2, 3 and 4 as follows:
Establish where you are exactly today internally with your company and team and externally with your clients. Be courageous;
Look back on the road that you have travelled – not to beat yourself up, but simply to identify what went well and not so well. This will ensure you avoid the mistakes of the past;
Spend time thinking about what it is you want to “be and do and have” in, say, three years’ time with as much clarity as you can; and
Once step three is completed, establish clear focus areas, strategic goals and tactical plans with people’s names and dates and responsibilities attaching as action items in order to achieve what you want to “be and do and have” in the timescale set out.
What is the one piece of advice you would share with your fellow Chartered Accountants?
Everybody knows that you’re competent and skilled in the world of finance. You have proven it with your qualification and have earned your stripes. Now, if you’re working as an in-house accountant, don’t hide behind your desk – get out among them, understand what is really going on in the business, check the pulse and get to know everyone. If you’re in practice, build the relationship with the clients out in their premises, encourage them to focus on their people, their performance, and get them thinking about the future. So many clients complain to me about their professional advisers forever looking in the rear-view mirror. Remember, all they want to talk about is the road ahead. Introduce the concept of strategic planning to them and they will thank you for it. People buy people, not reports and accounts.
Billy O’Connor FCA is Managing Partner at The Discovery Partnership.