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How to Build Trust into an Accounting Firm's Culture
Episode 456th June 2024 • Accounting Talent Podcast • Rob Brown (Accounting Influencers Roundtable - AIR)
00:00:00 00:24:04

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Trust: A Diminishing Commodity? Is It Still Relevant in Today's World? 

Cory Sheer, Author of “Closing the Trust Gap”, shares his insights on the alarming decline of trust across all aspects of society, from personal relationships to corporate entities and government institutions. He argues that the collective trauma of the COVID-19 pandemic, coupled with the disruptive forces of emerging technologies and economic challenges, has created a fertile ground for distrust to thrive.

Cory emphasizes the crucial role of trust as the bedrock of successful organizations and relationships. He provides a comprehensive framework for understanding trust, highlighting its three key components: competency, problem-solving, and care for others. By addressing these elements, leaders and individuals can cultivate an environment of trust and foster a culture of accountability, focus, and shared commitments.

Key Takeaways:

  • Trust is the firm belief in the truth of something, and when different versions of truth coexist, trust erodes.
  • The three building blocks of trust are competency, problem-solving (identifying the right problems), and care for others (empathy, active listening).
  • Active listening, demonstrating genuine care for others, is the most effective way to build trust, without any financial cost.
  • Setting shared commitments and ground rules is crucial for creating a safe space for open and authentic conversations.
  • In a hybrid work environment, clarity, focus, and effective communication are even more critical for maintaining trust.


"If you have somebody in the organization, especially if they're the leader of the organization, where they're highly competent, they're a fierce problem solver, but they don't have at all any care for others, what people feel is a lack of trust."

"Trust is, by nature, it is relational. It is something that we have to have human-to-human contact in order for trust to be cultivated and strengthened."

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This is the the Accounting Talent Podcast, dropping every Thursday to accounting professionals, finance specialists, software vendors, tech providers and influencers in the accountancy, CPA and bookkeeping space. If you'd like to sponsor the show and elevate your brand with our audience, reach out to show host Rob Brown on LinkedIn and his team will reach out to fix up a chat to explore.

The Accounting Influencers Roundtable (AIR) runs regular international virtual speed networking events to build your personal brand and make valuable industry connections network in the accounting, finance and tech world: Book your place at our next gathering here:

More Accounting Influencers content here: for all of our podcast episodes for our events and posts

Thanks to our sponsors:

ACCOUNTINGFLY. Accountingfly connects employers with top U.S.-based accounting talent through a variety of services including dedicated searches, Always-On Recruiting, and freelance placements for seasonal or temporary needs. They specialize in remote accounting recruitment, recognizing early on the significant advantages that remote work offers to employers, job-seekers, and their own operations. They pride themselves on their track record of matching the right candidates with the right opportunities and building a robust team of industry experts. Additionally, their partnership with Going Concern—an esteemed source for accounting news and insights—further enhances their ability to stay on the cutting edge of remote recruiting by tapping into a natural pipeline of job seekers.

TOA GLOBAL. TOA helps you hire elite talent for your accounting firm. Join thousands of leading firms empowering their teams with job-ready outsourced accountants & bookkeepers. They work to unlock your firm’s potential with strategic accounting outsourcing services. The "TOA Global Difference" is simple - build a flexible, scalable outsourced accounting team to align with your firm now and as you grow. Crush the talent crisis and outsmart your competitors by adding highly skilled accounting professionals to your firm faster. Permanently increase your firm’s capacity with a dedicated outsourced accounting team in weeks, not months. Access elite professionals and discover a hidden pool of elite accounting talent ready to enable your firm’s growth with additional capacity. Build a dedicated team of highly skilled outsourced accountants and bookkeepers for your firm today.

If you'd like to sponsor the show and elevate your brand with our audience, reach out to show host Rob Brown on LinkedIn and his team will reach out to fix up a chat to explore.




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