Think about people who have captured your attention with a great story. How did the narrative influence your connection to that person and help you understand the wisdom and insights they were sharing with you?
When most people hear the word “storytelling,” they think about movies, novels, theater and folklore. But storytelling has many practical applications for accountants. As financial professionals, we can use storytelling to connect financial data to real-world scenarios, customer needs, and industry trends. By doing so, those connections become more vivid for the listener and easier to understand. Our profession is so used to talking in numbers that we sometimes forget to explain the story that those numbers are telling us. As a financial leader, you can use storytelling to engage and inform your audience on a deeper level and become a better business partner for your clients.
When an organization veers off track, accountants must become truth-tellers who hold the organization accountable to its mission. That means setting reasonable guidelines. It also means throwing out the script and not letting an unnecessary process kill creativity. By the way, a firm’s best storytellers are often not in the executive suite. They are often the employees closest to the action and on the front lines of service.
In my new book, Green Shades: Accountants Aren’t Supposed To Die This Way, the protagonist Dex McCord is a masterful storytelling CPA who solves problems in unique ways. He is confident without being arrogant. He has a gift for building relationships and gaining the trust of all kinds of people wherever he goes in the world. McCord has learned how to use storytelling to tap into people’s emotional side to get his points across in a way that just running the numbers cannot.
7 storytelling hints
As an accountant, how do you tell a compelling story? Here are a seven storytelling hints:
Know your audience. This first step is crucial. It helps you determine how long the story should be and which topics they can relate to.
Make them care about the characters in your story.
Set the scene with visuals that they can almost feel.
Know your punchline or point that you need to make.
Engage your audience with energy. Let them see how passionate you are about a topic.
Use tension, conflict and discourse to demonstrate the need for urgency.
End with a heartfelt and impactive conclusion.
During one of my IPO roadshows in the late 1990s, the CEO of my employer at the time was a great communicator who mastered the seven story-telling tactics above. He told a great “story” to potential investors about the dangers of Y2K and the risks of a catastrophic technology meltdown due to the quickly approaching Year 2000 changeover from 1999. He would tell potential investors that several Fortune 500 chief technology officers were scrambling to find talent to correct the Y2K problem but faced a significant shortage of IT professionals in the U.S. due to work visa issues.
Our company in Barbados had a new near-shore IT staffing solution with over 700 software engineers from India at a cost-effective price. Those engineers would save the day for many of our CEO’s chief technology officer friends. I got to see firsthand how sharing compelling stories with your audience makes it easier for people to relate to you. As a result, you can form better working relationships and secure significant investor capital.
Likewise, in my book Green Shade$, I try to grab the reader’s attention right from Page One with a compelling story: “A public accounting audit partner was being pulled by his feet behind a new Aquariva Super, an Italian speedboat capable of 41 knots. The ski rope was taut. His hands were tied behind his back and his head was bouncing off the water” (see excerpt of Chapter 1 at www.CPA-Author.com). The reader naturally wants to know who the audit partner is, and why he’s being dragged behind a speedboat. Is he a thrill-seeker or just being tortured? If he’s being tortured, then why? Did this incident have something to do with his job? My hope as an author and storyteller is that most readers will stay engaged long enough to find out.
Storytelling builds trust
Storytelling is also about building trust. As accountants, how can we expect people to trust us and be influenced by us when we don’t let them know who we are? We should create stories that demonstrate our trustworthiness in different situations by adding personal characteristics that prove our trustworthiness. For example, we can share a story about previous stakeholders who trusted us and who had success. Or we can share personal volunteer experiences that demonstrate our willingness to serve others. It’s imperative that you make the connection with your personal story before trying to earn trust.
CPAs, accountants and auditors often need to drive qualitative and quantitative outcomes by using data to tell their story. It’s common that finance mavens use storytelling to guide their associates to the “why’s” and “benefits” of an idea. Your story should start with a vision or principal change. From that vision, you can create components that can be used to move the audience toward a movement. The goal is to make people feel more comfortable and committed about a decision or process based on numbers and dollars. One good storytelling method taught by my employer, the American Management Association, to finance organizations around the world is SPAR:
Situation: Identify a situation that will be the central theme for the story.
Problem: Link a problem that is associated or resulted from a situation.
Action: Add the solution and actions that you took to remedy the problem, keep it clear and concise.
Results: Find the return on investment, which speaks to your organization’s focus on solving a problem.
The SPAR model enables accountants to tell the truth first and then allow objections to be aired later in an organic manner.
Good storytelling is everyone’s responsibility and co-creating stories are among a company’s greatest assets. So go ahead, create an energetic story that galvanizes your fellow employees to action and motivates them to get on board with a vision. As Franklin Roosevelt said, “People don’t care how much you know until they know how much you care.”
Mauled Again (http://mauledagain.blogspot.com/): Not long ago, about a dozen states would seize property for failure to pay property taxes and, instead of simply taking their share of unpaid taxes, interest, and penalties and returning the excess to the property owner, they would pocket the entire proceeds of the sales. Did high court intervention stem this practice? Not so much.
Current Federal Tax Developments (https://www.currentfederaltaxdevelopments.com/): In Surk LLC v. Commissioner, the Tax Court was presented with the question of basis computations related to an interest in a partnership. The taxpayer mistakenly deducted losses that exceeded the limitation in IRC Sec. 704(d), raising the question: Should the taxpayer reduce its basis in subsequent years by the amount of those disallowed losses or compute the basis by treating those losses as if they were never deducted?
Parametric (https://www.parametricportfolio.com/blog): If your clients are using more traditional commingled products for their passive exposures, they may not know how much tax money they’re leaving on the table. A look at possible advantages of a separately managed account.
Turbotax (https://blog.turbotax.intuit.com): Whether they’re talking diversification, gainful hobby or income stream, what to remind them about the tax benefits of investing in real estate.
The National Association of Tax Professionals (https://blog.natptax.com/): Q&A from a recent webinar on day cares’ unique income and expense categories.
Boyum & Barenscheer (https://www.myboyum.com/blog/): For larger manufacturers, compliance under IRC 263A is essential. And for all manufacturers, effective inventory management goes beyond balancing stock levels. Key factors affecting inventory accounting for large and small manufacturing businesses.
Withum (https://www.withum.com/resources/): A look at the recent IRS Memorandum 2024-36010 that denied the application of IRC Sec. 245A to dividends received by a controlled foreign corporation.
PwC made a $1.5 million investment to Bryant University, in Smithfield, Rhode Island, to fund the launch of the PwC AI in Accounting Fellowship.
The experiential learning program allows undergraduate students to explore AI’s impact in accounting by way of engaging in research with faculty, corporate-sponsored projects and professional development that blends traditional accounting principles with AI-driven tools and platforms.
The first cohort of PwC AI in Accounting Fellows will be awarded to members of the Bryant Honors Program planning to study accounting. The fellowship funds can be applied to various educational resources, including conference fees, specialized data sheets, software and travel.
“Aligned with our Vision 2030 strategic plan and our commitment to experiential learning and academic excellence, the fellowship also builds upon PwC’s longstanding relationship with Bryant University,” Bryant University president Ross Gittell said in a statement. “This strong partnership supports institutional objectives and includes the annual PwC Accounting Careers Leadership Institute for rising high school seniors, the PwC Endowed Scholarship Fund, the PwC Book Fund, and the PwC Center for Diversity and Inclusion.”
Bob Calabro, a PwC US partner and 1988 Bryant University alumnus and trustee, helped lead the development of the program.
“We are excited to introduce students to the many opportunities available to them in the accounting field and to prepare them to make the most of those opportunities, This program further illustrates the strong relationship between PwC and Bryant University, where so many of our partners and staff began their career journey in accounting” Calabro said in a statement.
“Bryant’s Accounting faculty are excited to work with our PwC AI in Accounting Fellows to help them develop impactful research projects and create important experiential learning opportunities,” professor Daniel Ames, chair of Bryant’s accounting department, said in a statement. “This program provides an invaluable opportunity for students to apply AI concepts to real-world accounting, shaping their educational journey in significant ways.”
If the incoming Trump administration eliminates $7,500 federal tax credits for electric vehicles, that would mean the end of popular leases that allow U.S. consumers to sidestep restrictions on which EV models qualify for incentives.
President-elect Donald Trump’s transition team intends to revoke the tax credit for purchasing an EV, Reuters reported last week. Whether and when that could happen remains uncertain. A companion EV-leasing credit in the 2022 Inflation Reduction Act would have to be dealt with separately but is widely seen as vulnerable. So people hoping to acquire an electric car might want to act soon.
“If you’re on the fence, right now is probably going to be one of your better opportunities to buy or lease an EV at a good price, at least for a few years,” said Chris Harto, a senior policy analyst at Consumer Reports. “Some of the cheapest ways to get into an electric vehicle over the past year has been an EV lease.”
In October, leases accounted for 79% of EV sales at dealerships, according to Jessica Caldwell, executive director of insights at automotive research firm Edmunds.com Inc. “When you see the tax credit applied to a three-year lease combined with some of the generous incentives the automakers themselves are offering, the EV deals are pretty compelling,” she said.
This week, for instance, you can drive home a luxury electric BMW i4 for $460 a month, about the same price as leasing a middle-of-the-road gasoline Toyota Camry. Hyundai, meanwhile, is currently offering its sporty electric Ioniq 5 for $199 a month on a two-year lease.
Edmunds’ numbers don’t include automakers such as Tesla and Rivian that sell directly to consumers and that don’t release the percentage of their customers who opt for leases.
The IRA limits the purchase tax credit to electric vehicles assembled in North America and requires a percentage of battery components and critical minerals to originate there or in countries that have signed a free-trade agreement with the U.S.
But the sticker price can’t exceed $55,000 for a car or $80,000 for an SUV, and only households earning up to $300,000 annually and individuals making up to $150,000 can claim the tax credit. EVs such as the Chevrolet Equinox, Honda Prologue and Volkswagen ID.4 get the green light, but if buyers have their eye on models like the Hyundai Ioniq 5 or a Polestar 2 — which aren’t assembled in North America and don’t meet the battery and critical mineral requirements — they’re out of luck.
Unless they lease. Those restrictions don’t apply to the federal government’s commercial clean vehicle credit program, which allows fleet owners like automakers’ finance arms to claim the tax credit. That lets manufacturers entice customers by passing on the $7,500 savings in the form of lower lease payments.
Caldwell said leasing is also attractive to prospective EV drivers worried about the risk of purchasing a $50,000 car only to have its technology become outdated while still owing payments. “We’ve also seen pretty heavy depreciation for electric vehicles, so if you lease you’re not left holding the bag if the vehicle declines rapidly in value after three years,” she said.
If the lease loophole is closed, “EVs are going to have to sell on their own merit, which we know is always tough when there is a new technology and people still have concerns about battery longevity, range and infrastructure,” said Caldwell.
Congress would need to pass legislation to kill the EV tax credits, according to Romany Webb, deputy director of the Sabin Center for Climate Change Law at Columbia University. But absent Congressional action, she said Trump could order the IRS to revamp its guidance on how they are used.
The agency “could, for example, revise the list of vehicles that are eligible for the tax credits or add new procedures for claiming the credits,” said Webb. “That could make it more practically challenging for people to take advantage of the credits and, generally, introduce a lot of uncertainty and confusion that could make people less willing to purchase or lease EVs.”
Consumers aren’t the only ones who would feel the impact if the credits are tightened or repealed. “These tax credits are for consumers, but they’re also really for automakers so that they can scale up the production of electric vehicles and can remain competitive,” said Harto. “So while repealing the tax credit will hurt consumers, it probably hurts automakers even more.”