Episode 8

Innovation Beyond Technology in Accounting: Ed Kless

Published on: 27th March, 2023

"Innovation Beyond Technology in Accounting" Rob Brown speaks with Ed Kless, Senior Director of Sage Accountants Solutions, about innovation in the accounting industry. With 18 years of experience working for Sage, Ed has a wealth of knowledge about helping accounting partners, influencers, and customers improve their businesses.

Ed discusses the history of Sage and a think tank started by Ron Baker that helped to initiate the value pricing movement. He maintains that the billing model needs to be revised by the hour, as it focuses on efficiency rather than effectiveness. He also talks about the issue of tracking time and how innovation is about bringing disparate things together to create something new, using examples such as a skateboard and stroller combined.

The conversation delves into innovation around business models, delivery, packaging, pricing, and language. The speakers discuss the value of social capital and the importance of making connections, even with weak connections, to help others. They also discuss subscription marketing and how companies can innovate to create offerings that provide customers experiences and transformations beyond the product itself.

Using the example of the Fender guitar, the speakers discuss the importance of creating an offering that surrounds what customers are after, which could be peace of mind, experiences, or transformations. They highlight the power of language in changing mindsets and how Disney's language changes played a role in creating attractions rather than rides.

Overall, this episode provides insightful and valuable perspectives on innovation in the accounting industry and how companies can create offerings that genuinely serve their customers' needs.

 Key Takeaways

➤ The traditional billing model of charging by the hour is no longer effective in today's marketplace. Instead, firms should focus on delivering value to their clients and pricing their services based on that value.

➤ Innovation is not just about technology but about bringing disparate things together to create something new. This includes innovative business models, delivery methods, packaging, pricing, and language.

➤ Social capital and networking are important for building connections and helping others. Even weak connections can be valuable and lead to new opportunities.

➤ Subscription marketing can be a powerful tool for firms looking to provide experiences and transformations beyond the product itself. The key is to focus on what customers are ultimately after, whether it's peace of mind, experiences, or transformations.

➤ The power of language should not be underestimated. Using language that focuses on the benefits and outcomes of a service or product can change clients' mindsets and lead to increased sales.

Ed Kless is a Senior Director at Sage Accountants Solutions, where he develops and delivers courses on leadership, strategy, pricing, and project management. He also serves as a facilitator of the Sage Leadership Academy and a liaison to the Sage Leadership Academy Alumni Association. Ed is a senior fellow at the VeraSage Institute and a consultant for Tipping Point Advisors. He hosts "The Soul of Enterprise: Business in the knowledge economy" with Ron Baker on VoiceAmerica Talk Radio/

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The Accounting Influencers Podcast drops every Monday to accounting professionals, finance specialists, software vendors, tech providers and influencers across 150 countries in the accountancy, CPA and bookkeeping space. To participate in our international virtual speed networking events for the accounting community, go to https://accountinginfluencers.com/events and book your place at the next gathering. Great to build your personal brand and make valuable industry connections.

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About the Podcast

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.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

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Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.