In this episode, I discuss the importance of shifting the accounting industry from a transactional focus to a relationship-based approach. By understanding the 'why' and 'how' behind business activities, accountants can add more value to their clients, helping them navigate both personal and professional challenges more effectively. I share my journey, the importance of core values, and practical steps on how firms can build stronger, more empathetic relationships with their clients. This episode is a call to move beyond traditional transactional services and embrace a more holistic, human-centered approach to accounting.