It's Material: New Year, New CalCPA.

• Author: Froemming, Denise LeDuc

Innovate. Adapt. Change. These oft-heard statements relate to the need of organizations to stay ahead of the curve to maintain relevance, deliver valued products and services, and grow their customer base. It often ties into new technologies or business models, but can include tweaks to current processes.

CPA firms--especially during the past two-plus years--have certainly been pushed to innovate as they deal with a war for talent, remote workforce, keeping client relationships strong in a virtual environment and introducing or enhancing technologies to keep processes running smoothly.

CalCPA, too, is embracing this push to innovate as we look at where we are as an organization, the issues facing the profession and determine how we can best serve you. This column, for one, is part of that effort. In each issue, I'll discuss trends and issues relevant to CPAs and financial professionals, firms and CalCPA.

Related, I'm excited to begin hosting a podcast that will launch this year. I'll be talking with leading industry experts on everything from leadership to firm management to CPA career paths. Keep an eye out for more details.

On the tech front we've been working on reimagining and redesigning our website, which we'll also be debuting this year.

New Year, New CalCPA

These efforts, and others, are part of our overarching customer experience initiative. Our focus here provides an opportunity to review and strengthen your connection with each interaction you have with CalCPA. Whether it's visiting our website, registering for a course, contacting...