Episode 159

Best Practice Goal Setting Tips for Accounting Professionals

Sam Allred is a qualified CPA and founder of Upstream Academy. He has been regularly recognized as one of the major influencers in the accounting profession and has been listed as one of Accounting Today’s Top 100 Most Influential People in Accounting and as one of IPA’s Most Recommended Consultants. He is one of the most sought-after speakers in the accounting profession and is viewed as one of their top strategic thinkers. Selected shownotes:
  • What accounting firms and leaders need to do to be more strategic in their vision
  • The definition of goals for professionals at all levels in accounting firms
  • The importance of a 'stretch' element in goal setting for accounting professionals
  • The reasons why most accountants set the wrong goals or no goals in their firm
  • The difference between objectives, standards, goals, expectations and visions
  • The danger of too many goals and the optimum number for more likely execution
  • The biggest problem of poorly defined or vague goals for accounting leaders
  • Why accountability is vital for proper execution of goals for accountants in practice
  • The role of KPIs or Key Performance Indicators for accountants in setting and reporting on goals
  • How mile-markers or milestones work in ensuring your goals are achieved
  • How core values differ from goals and can be mistaken for goals in accounting firms
  • Why goals without detail and specifics set accounting professionals up for failure
  • Defining strategy in terms of what you say 'yes' and 'no' to in exerting time and effort
  • The best places for your goals to live if you want the best chance of achieving them
  • Tips for prioritising goals and initiatives so you know what's truly important
  • The biggest mistake accounting leaders make when setting goals for themselves and others
  • Top tips for setting and achieving significant goals for accounting professionals and leaders.
Sam and his wife, Marlene, live outside of Park City, Utah. His hobbies include spending time with his family, fly fishing and golf. Sam and Marlene have seven children. Contact him here: Website
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Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.

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About your host

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Rob Brown

Rob Brown is the founder and host of the Accounting Voices Podcast, the flagship solo show of the Accounting Voices Network. Each episode offers sharp analysis and commentary on the trends, ideas and people shaping the global accounting profession.

Through this Accounting Voices Podcast, Rob helps accounting firm leaders, decision makers and professionals stay relevant and make sense of disruption in areas like AI, automation, M&A, private equity and soft skills beyond the tech. His perspective blends clarity, insight and curiosity, making complex issues relevant and practical for professionals and decision makers across accounting and finance.

He also leads two monthly panel shows, Accounting M&A and Accounting AI, which bring together senior voices to explore consolidation, strategy and the impact of technology on firms and people.

Rob is the author of the bestselling book Build Your Reputation (Wiley) and a TEDx speaker whose talk The Personal Brand of You has more than 400,000 views. Over his career he has hosted and moderated more than 1,000 conversations with accounting and fintech leaders worldwide.

Based in Nottingham UK, Rob is a stroke survivor living with epilepsy, a black belt in kickboxing, a decent chess player and an average player of four musical instruments.