By Marc Staut.
Several years ago, I wrote an article for the Boomer Bulletin titled “What to Do When the Future Looks Scary.” At the time, the world was reeling from a global pandemic and firms were navigating remote work, public health mandates and widespread uncertainty. Back then, I wrote about staying calm, getting educated and forming a plan.
Now, the future looks scary for different reasons.
Inflation continues to pinch household and business budgets. Economists can’t agree on whether we’re heading for a soft landing or a recession, or whether we’re in one now. Wars in Europe and the Middle East, rising trade tensions and tariffs add to global instability. Closer to home, accounting firm leaders face hiring challenges, succession planning woes and the very real question: what role will humans play as AI and automation take over more of our work?
Your team, clients and community look to you for guidance. So let’s revisit that advice and update it for the here and now.
Don’t panic, lead
The fear is real. Many of us quietly ask, “Will I still have a place in this profession in five years? What happens if client demand drops off? How do I lead a team through burnout and uncertainty when I feel the same way?”
But as a firm leader, you set the tone.
Your team watches how you respond. You don’t have to have all the answers, but you do have to show up with steadiness, transparency and a willingness to move forward.
Resist the urge to freeze or retreat. The firms that emerge stronger from this season treat today’s disruptions not as threats, but as signals. They pay attention, adapt and align their leadership, technology and talent strategies to stay agile.
Get educated, but don’t go it alone
There’s no shortage of information available about AI, automation, the evolving role of accountants and how to stay competitive. But all that information can get overwhelming fast.
Instead of trying to master everything yourself, build a trusted network of advisors: people inside and outside the profession who help you think clearly about where to go next.
At the same time, empower your team. Identify the curious thinkers—the ones who raise their hands about new tools, services and ways of working. Give them time and space to explore, experiment and report back. Create internal briefings, cross-functional teams or emerging tech task forces. Think beyond continuing education and work on building a firm-wide culture of learning and adaptability.
When you invest in your people, you prepare them for what’s next and show them they have a future in this profession.
Revisit and communicate your plan
You don’t have to rewrite your entire strategic plan. But now is a good time to revisit it.
- Do your firm’s priorities still align with the current reality?
- Does your service mix still serve your clients and your business model?
- Do your people know what’s changing and why?
- Do you use technology intentionally or react to trends?
Your team doesn’t need perfection. They need clarity. If you want everyone rowing in the same direction, you need to tell them what shore you’re heading for and how you’ll navigate the waters. A simple one-page visual that outlines where you’re going and what it means for them goes a long way toward building alignment and reducing anxiety.
Build relationships to build resilience
AI won’t replace accountants. But it will change the way we deliver value.
Now is the time to strengthen the human side of your client relationships. Ask deeper questions. Anticipate their worries. Be the proactive voice that brings calm, not just compliance. Whether you’re advising on tax strategy, audit readiness, profitability or business continuity, your ability to build trust will set you apart in a profession where more and more compliance work is being automated.
Your clients don’t just want answers; they want advisors who understand what they’re going through. Ensure your firm shows up in ways that are both practical and personal.
Keep the conversation going
You don’t need to pretend everything is fine. Your team and your clients already know it’s not.
Instead, be honest about what you see. Acknowledge what’s hard. Share what you’re exploring. And when you make a decision, explain the why behind it. That kind of transparency builds trust, even in uncertain times.
I’ll leave you with a quote from Steve Jobs:
“These waves of technology, you can see them way before they happen, and you just have to choose wisely which ones you’re going to surf.”
We can’t control every wave. But we can decide which ones we’re willing to ride and how prepared we’ll be when the next one comes.
==
Marc Staut is Chief Innovation & Technology Officer
Boomer Consulting, Inc.
Thanks for reading CPA Practice Advisor!
Subscribe Already registered? Log In
Need more information? Read the FAQs
![Marc_Staut_(grey_BG)[1]](https://www.cpapracticeadvisor.com/wp-content/uploads/2022/04/Marc_Staut__grey_BG__1_.5edff0550f4dd.png)