A RETURN TO ROOTS: THE NUMBERS ADDED UP FOR DENISE FROEMMING.

Following a nationwide search, Denise Froemming, CPA has stepped in as president and CEO of CalCPA and the CalCPA Education Foundation, replacing Interim CEO Rich Simitian, CPA. Froemming was most recently CEO and executive vice president of the Chicago-based Institute of Real Estate Management. There, she led a team of association professionals serving more than 20,000 individual I REM members and more than 550 member firms worldwide. California CPA interviewed Froemming to learn more about her and what members can expect as she leads the way into CalCPA's future.

Q: How did you go from CPA to association management?

A: It was by chance and has turned out to be a wonderful and rewarding career. I never knew anything about association management an awareness initiative the American Society of Association Executives is addressing. I always have been intrigued by the health care/medical practice delivery model; therefore, many years ago I answered an ad for a financial analyst position at the College of American Pathologists. After the first year, I was hooked; I love the interaction between the members, volunteer leaders and stall'. It's powerful to see what can be created when there's a true partnership. Additionally, associations are well positioned to shape the future--to be the change they want to see.

Q: What does member value look like for you?

A: Value means answering the most important question for the member: What's in it for me? That requires knowing what makes our members tick what works, what doesn't and what motivates our members to keep coming back. It's understanding the trends that arc the primary drivers of behavior and decisions in the marketplace and identifying the critical challenges on the horizon. I remember a few years ago when I was talking to the then-chair of the Institute of Real Estate Management Membership Committee, who said. "Price is never a concern when value is clear and compelling." This could never be truer than today when capturing the attention of our members is challenging and keeping their attention is even more difficult.

Q: What will your first 100 days as CEO look like?

A: I know I stand on the shoulders of great leaders, as such I'm committed to being thoughtful and strategic in my overall planning and decision-making. To that end. during my first 30 days I will take time to listen and understand. Dedicated listening starts with being present and listening with a high quality of attention, while...