In this episode, Ron Baker, founder of the VeraSage Institute, challenges traditional views of innovation in accounting. Instead of focusing on technology like AI and automation, Ron advocates for transforming the value we provide to clients, shifting from transactional services to outcomes and personal growth. He highlights Fender's shift from selling guitars to teaching customers how to become musicians as a key example of transformation.Ron also reframes burnout as "moral injury," the emotional toll of not living up to the deeper purpose of the profession, which is helping people. This conversation is full of actionable ideas to help CPAs evolve beyond billable hours and checklists. Tune in for a fresh perspective on the future of accounting and how to make a greater impact.Resources:<ul><li><a href="https://www.verasage.com/" rel="noopener noreferrer" target="_blank">VeraSage Institute</a></li><li><a href="https://bagpipe-robin-lpsd.squarespace.com/ronald-j-baker" rel="noopener noreferrer" target="_blank">Ron Baker biography and work</a></li><li>Ron Baker's podcast, <a href="https://www.thesoulofenterprise.com/" rel="noopener noreferrer" target="_blank">The Soul of the Enterprise</a> </li><li><a href="https://www.amazon.com/gp/product/1633697975/ref=nosim/wwwstrategich-20" rel="noopener noreferrer" target="_blank">"The Experience Economy</a>" book by Joe Pine and James Gilmore</li><li><a href="https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html" rel="noopener noreferrer" target="_blank">PwC 2023 Consumer Insights Report </a></li><li><a href="https://www2.deloitte.com/content/dam/Deloitte/us/Documents/process-and-operations/us-human-experience.pdf" rel="noopener noreferrer" target="_blank">Deloitte’s Human Outcomes Study</a></li></ul>

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228. A world beyond services, with Ron Baker

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