Why Your Attempts at Habit Change Keep Failing (And How to Fix It)
By: Amy
My identity in my early career was wrapped up in being the “always-on professional.” I started my days before dawn, worked late into the evenings, and wore my packed schedule as a badge of honor. My colleagues praised my work ethic, but beneath the surface, I was burning out.
June 2025 IN THIS ISSUE:
► Why Your Attempts at Habit Change Keep Failing (And How to Fix It)
► Preferred Provider Spotlight - Suralink
► Client Advisory Services Meeting
► Member News
► CPAmerica InsightsTarena Stanley
This pattern is all too familiar in accounting leadership. We want to change, but our approach often sabotages our success before we begin.
Why Traditional Habit Change Fails
Many accounting professionals approach habit change with the same precision they apply to financial statements—attempting comprehensive transformations with perfect execution. They make bold promises: no more weekend work, no meetings after 5 p.m., or flawless client boundaries. But these wellintentioned plans rarely last.
One managing partner I worked with vowed never to work past 6 p.m. Three days later, she was answering “urgent” client emails at midnight—feeling worse than before she tried to change because of the added guilt.
The problem isn’t about willpower. Our brains actively resist sudden, significant changes. After years of studying habits and working with accounting leaders, I’ve learned that lasting change requires a different approach that aligns with how our brains work.
It Starts with Awareness
Real transformation begins with awareness.
Think of awareness as shining a light on your daily habits without judgment. Watch your patterns with curiosity. Notice when you automatically check emails during family dinner or say yes to new engagements when your schedule is already overloaded. These aren’t character flaws—they’re simply habits you’ve developed over time, often because they served you earlier in your career.
For accounting professionals specifically, pay attention to these common triggers:
• Time triggers: Checking email first thing in the morning or clearing your inbox before bed
• Client interactions: Changing how you work based on client status or demands
• Emotional responses: Using work to avoid uncomfortable feelings of uncertainty
• Sequential actions: Starting new tasks immediately after finishing others without breaks
• Environment cues: How different workspaces affect your productivity and decisions
Understanding these patterns creates the foundation for intentional change.
Reprogramming Your Operating System
Our daily choices flow from invisible programming—beliefs formed years or even decades ago. Nearly half of our actions are performed almost automatically, creating habits that solidify into beliefs about who we are professionally.
For many accounting leaders, this manifests as identities like:
• “I’m the problem-solver who never says no to clients.”
• “I’m the detail person who must review everything personally.”
• “I’m the always-available professional.”
When we try to change habits without addressing this underlying identity, we fight against our operating system. I experienced this myself when trying to delegate more effectively. The habit wasn’t just about time management; it was tied to my identity as someone who delivers perfection to clients.
Change happens when we examine and shift the identity driving our habits. For me, this meant evolving from “always available” to a “strategic leader who models sustainable success.”
Creating Momentum Through MicroHabits
When attempting change, we often try to change everything at once. However, research shows that small, consistent actions create lasting change without triggering our brain’s resistance.
You can start with small steps, such as briefly pausing before answering clients, setting a specific time to review emails, or scheduling regular breaks during the workday. These seemingly insignificant changes can lead to better decisions about your time and energy, eventually transforming your approach to client service.
A tax partner I worked with began by adding just 15 minutes of strategic thinking time three days a week. Within months, this small habit had dramatically improved her client selection process and team delegation, creating more
See Habit Change, continued on page 2
Vetter, The B 3 Method Institute
Amy Vetter News from your accounting association
Preferred Provider Spotlight Suralink
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Continued from Habit Change, on page 1
capacity during tax season than years of trying to “work smarter.”
Moving from Intention to Action
Understanding the principles of habit change is one thing; implementing them consistently is another. Here are practical steps specifically for accounting leaders:
1. Audit your current commitments
Take an honest look at your calendar for the past two weeks. What percentage of your time went to activities that:
• Create significant value for clients and your firm
• Could be delegated or eliminated entirely
• Align with your highest priorities as a leader
A managing partner I worked with discovered she was spending 25% of her week in internal meetings where her presence wasn’t essential, taking time away from strategic client relationships.
2. Identify your energy patterns
We each have natural rhythms of productivity. When do you do your best analytical work? When are you most creative about business development or most effective with client communication?
consulting firms worldwide, Suralink empowers teams to manage complex workflows with ease.
From tax and audit to advisory and compliance services, firms rely on Suralink to centralize communication, improve transparency, and maintain full visibility across every engagement.
Suralink’s mission is to modernize professional services by eliminating manual back-and-forth, improving client collaboration, and delivering an experience that’s as secure as it is seamless. By transforming how firms request, receive, and manage critical documents, Suralink is setting a
3. Design environment supports Your environment shapes behavior more than willpower ever will. Create spaces and systems that support your new identity:
• Establish physical cues for different work modes
• Create technology boundaries that prevent work from bleeding into personal time
• Develop team agreements about response times and meeting protocols
4. Take a beat
Build intentional pauses between activities rather than scheduling back-to-back meetings. Don’t think of these transitions as “wasted time.” In fact, they’re essential for integration and maintaining perspective. They’re where strategic insights emerge, and decisions are clarified.
Moving Forward: The Fulfillment ROI
These practical experiments develop “WorkLife Harmony®” (rather than balance). Each small adjustment compounds, gradually transforming how you experience work and leadership.
The return on investment extends beyond personal well-being. Firms with leaders who model sustainable habits report higher staff
new standard for how work gets done in professional services.
For more information, please visit www.suralink.com or email michael. johnson@suralink.com.
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retention, improved client satisfaction, and greater long-term profitability—what I call the “Fulfillment ROI.”
This week, try one small change. Maybe pause before checking messages, take three deep breaths between client calls, or identify one habit that no longer serves your leadership. Just observe it with curiosity.
Sustainable habit change isn’t about forcing new behaviors through willpower. It’s about aligning your actions with what matters most—to you, your team, and, ultimately, the clients you serve.
GRF CPAs & Advisors announces new principal and staffers appointed to Institute of Internal Auditors roles
GRF CPAs & AdvisoRs (GRF) is proud to welcome Jennifer Arce as a principal in the Outsourced Accounting Advisory Services Department. With over 16 years of experience, Arce brings deep expertise in supporting government contractors through every stage of growth. A seasoned advisor to government contractors, Arce has led clients through DCAA compliance, audit readiness, indirect rate restructuring, and full-cycle financial reporting. “Jennifer’s specialized knowledge in Unanet and government contracting makes her a key asset to our growing team,” said John R. Pace, CPA, CVA, partner and director of Outsourced Accounting & Advisory Services at GRF. Additionally, GRF congratulates the following appointed to new leadership roles at the Institute of Internal Auditors (IIA) including, senior auditor Mark Tessar, CPA, CIA, who was elected to serve as the incoming president of the IIA Long Island Chapter, and Melissa Musser, CPA, CITP, CISA, CIA, director of the firm’s Risk & Advisory Services, who is the incoming District Representative for the MidAtlantic District I on the IIA’s Chapter Relations Committee. In addition, Risk & Advisory Services Supervisor Thomas Brown, CISA, CIA, Security+, CAPM, will be assuming a new role as a programming officer for the IIA DC Chapter. GRF has an established tradition of leadership in the IIA. In addition to the new roles for Tessar, Musser, and Brown, GRF audit partner Andreas Alexandrou, CPA, continues to serve as a long-time board member of the DC Chapter. He will be joined on the board by Risk & Advisory Services senior manager Mac Lillard, CPA/ABV/CITP, CIA, CFE, CISA/ CRISC, who recently completed his term as the DC Chapter’s VP of Programs.
to closely held businesses, their owners, and nonprofit entities. His background includes extensive work in industries such as construction, manufacturing, investment advisory, architecture, wholesale distribution, real estate, and professional services. Prior to rejoining the firm in 2024, Lionetti served as senior tax manager at a regional public accounting firm, where he was responsible for tax planning, compliance, and business valuation engagements. Earlier in his career, he provided accounting and audit services for closely held businesses, and originally began with HarperWhitfield as a co-op intern in 2009.
Larson & Company celebrates 50 years of serving Utah businesses
HarperWhitfield names accomplished accounting professional as senior manager HARPeRWHitField P.C., a certified public accounting firm with offices in Farmington and Weatogue (Simsbury), Conn., announced that Gregg Lionetti, CPA, CVA, has rejoined HarperWhitfield as a senior manager. Lionetti brings over 15 years of experience in public accounting, providing tax, accounting, and consulting services
lARson & ComPAny celebrated its 50th anniversary on May 1, 2025—a significant milestone that reflects five decades of delivering trusted, high-quality accounting services and laying the foundation for continued growth and success. Founder Dennis Larson began Larson & Company with just one employee in 1975. The company now employs over 110 employees in three Utah offices, all of which grew from just one man’s vision of providing audit services to a relatively underserved industry at the time: insurance. An entrepreneur at heart, Larson saw a need for specialized audit services for insurance companies in Utah and knew he could be the one to provide it. Aside from the firm’s technical acumen, the crown jewel of Larson’s success is their employee development program called the Expectation Agreement. “When we look at the large number of partners and senior employees we have at the firm that started here as interns, it is a testament to the effectiveness of the Expectation Agreement,” said managing partner Greg Denning. “Our employees are so integral to the success of our firm, and we try very hard to support their success along the way with coaching and resources to help them succeed. I think this is the reason for our extremely high employee retention rate, which has been around 93% for the last decade.”
Dean Dorton welcomes Amy Wagner to its growing Private Wealth Team
deAn doRton, a professional advisory firm with a growing private wealth practice, is pleased to welcome Amy Wagner to its team as a wealth advisor. Wagner brings nearly a decade of experience in financial advising and is a familiar face and voice to many in the Greater Cincinnati area. She is known as the host of the Simply Money radio show on 55KRC, the
Best of Simply Money podcast, and as a reporter and anchor for Allworth Advice segments featured on Fox19 Now and Cincinnati.com. “We are extremely excited to welcome Amy to the team,” said Diego Vallota, managing director of Private Wealth at Dean Dorton. “Her deep experience and commitment to educating and empowering clients make her an ideal fit for our firm and our mission.” In her new role, Wagner will focus on delivering personalized financial planning and investment management services to high-networth individuals and families. She will work closely with Dean Dorton’s service groups to help provide clients with holistic solutions aimed at aligning their financial goals with smart tax strategies.
Stephano Slack named a top workplace and “Philly Favorites” best accounting firm
stePHAno slACk llC has been awarded a Top Workplaces 2025 honor by The Philadelphia Top Workplaces. This list is based solely on employee feedback gathered through a third-party survey administered by Energage, LLC. The confidential survey uniquely measures the employee experience and its component themes, including employees feeling respected & supported, enabled to grow, and empowered to execute, to name a few. “Being recognized as a Top Workplace is a meaningful achievement, particularly because it reflects the honest feedback of a company’s own employees,” said Mike Stephano, managing partner at Stephano Slack LLC. “It’s a recognition worth celebrating. In today’s business environment, it’s essential for leaders to create space for employees to share their perspectives and feel valued.” Stephano Slack LLC is also proud to announce that it has been awarded the Silver Award for Best Accounting Firm in The Philadelphia Inquirer’s 2025 Philly Favorites—a recognition that reflects the continued support of those who value their work best. This award celebrates the dedication, expertise, and clientcentered service that Stephano Slack brings to businesses and individuals throughout the Greater Philadelphia area.
Jennifer Arce
Amy Wagner
Gregg Lionetti
Turning Insight into Action with Custom Surveys
Tarena Stanley Vice President of Engagement & Partnerships
As we continue to explore ways to enhance the value of your membership, I want to highlight a valuable offering that many firms have not yet taken full advantage of but is designed to make a real impact. Our custom surveys are built with the specific needs of your firms in mind, delivering the kind of insights firm leaders are looking for to support growth, retention, and development.
These offerings are a key part of our engagement strategy, and we want to ensure more firms are aware of how they can benefit. Whether you are seeking feedback
provides an honest look at how your firm is perceived and where you may want to adjust or build on strengths. The employee engagement survey helps identify key drivers of morale and motivation, giving firms insight into what their team members value and what might be causing friction beneath the surface. Both surveys are especially valuable in the weeks following tax season, offering an ideal opportunity to reflect on what went well and where additional support may be needed moving forward.
Upward evaluations give employees the opportunity to share feedback with firm leaders, helping ensure leadership stays in tune with what their teams need to succeed. The 360° evaluation offers a more wellrounded view of performance with feedback gathered from supervisors, peers, and direct
actionable insights that make it easy to move from feedback to forward-thinking strategy.
These surveys also supplement the complimentary benchmarking surveys we offer in Marketing, IT, and HR. Together they provide a more complete picture of how your firm is performing, how you compare with peers, and where new opportunities may exist.
In a profession where people, leadership, and client service are everything, these tools help firms stay connected, make informed decisions, and continue moving forward. If you are interested in learning more, we would be happy to schedule time to discuss how your firm can take advantage of this resource, including available bundling options for pricing.
For more information, reach out to me at tstanley@cpamerica.org or Ryan Dunne, Learning and Engagement Manager, at
Client Advisory Services Meeting
Nashville, Tennessee | August 25-27
Grand Hyatt Nashville
Client Advisory Services (CAS) offer accounting firms the opportunity to expand their revenue streams and build deeper relationships with their clients by providing more comprehensive, strategic financial guidance. By offering CAS, firms can differentiate themselves in a competitive market and deliver added value that helps clients navigate complex business challenges. The CAS Meeting is intended for individuals who are tasked with the development, growth or management of CAS in their firm. Designed as both an informational and member sharing event, participants will enjoy open dialogue and facilitator-directed discussions of best practices and valuable resources needed to develop and grow CAS in your firm.
Come join this growing group of member experts who can help you and your firm thrive as the CAS niche continues to mature.
