Insights from my visit to Google

The first thing you notice when you step onto Google's main campus (the 'Googleplex') in Mountain View is the iconic Android and a full size replica of a T-Rex. Turns out the T-Rex is named "Stan" and was placed on the campus by Google founders Sergey Brin and Larry Page as a reminder to never let Google go the way of the dinosaurs. Great advice for all of us in this age of exponential change. It reminds me of this quote by W. Edwards Deming.

It is  not necessary to change.  Survival is not mandatory.

I was there with a group of Major Firm CEOs with the DigitalCPA Conference to learn about this tech giant's view on the future of accounting. The biggest insight came from one of their top accounting executives about the challenges facing the accounting team with changing standards (like revenue recognition and lease accounting) to keeping up with the massive changes in their business models with the new Alphabet venture. Yes, even Google's finance and accounting team is challenged by keeping up with standards and regulations and technology changes necessary to support changing business needs.

My biggest insights after reviewing the copious notes from that visit are:

• Outsource to get ahead - Google's accounting chief said they are 'throwing bodies' at areas to keep up with the massive changes and will be automating those functions in the near future.
• Expectations of their CPA firms are changing from 'keeping up with current and near term' to insights about the future. The CAO said she wants her CPAs to provide insights about the future and things she and her team are not seeing. Proactive, future-focused advice, not reactive services.
• Skillsets Google looks for in finance and accounting - a combination of business acumen, technical accounting, and tech-data literate. Collaboration is also essential in their fast-paced team structure. Insights and analytics expected from all of their finance and accounting pros.
• Innovation is expected, even in accounting. The members of the accounting team talked a lot about constantly being challenged to be innovative and creative to solve business problems.
• Culture eats strategy for lunch - The Google culture was immediately felt from the minute we walked onto the campus. Everything was intentional and supporting their culture from the open, collaborative offices to the cafeterias, free food (three meals a day) on-site gyms and workout areas.
• Goal setting and accountability are key to their success. Everyone we talked to in accounting were part of the Google OKR process (Objectives and Key Results). These are 3 - 5 quarterly 'rocks' set by every employee every quarter and published in an open system for all to see. This sets up a 90-day march that increases engagement and accountability across their 70,000 employees.

I want to sum it up with this excerpt from Larry Page's intro to their new venture, Alphabet.

We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.

I think we all need to stay 'a bit uncomfortable' and learn how to get beyond the legacy thinking and incremental changes we think are adequate, because they are not. Instead let's start looking for opportunities to move our organizations ahead faster than the speed of change.

After this visit my wife got me a tag with 'Rexy' the T-Rex on my backpack as a reminder to stay #futureready and not ever get comfortable with the status quo.

Thanks Google and CPA.COM for arranging this eye-opening trip to see the future that is already here. And don't forget "Stan" the T-rex.

See Joey Haven's post - What I Learned at Google

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TOM HOOD, CPA, CITP, CGMA is considered one of the most influential thinkers in the CPA Profession. He was named to the Accounting Hall of Fame by CPA Practice Advisor and the Second Most Influential Person in Accounting by Accounting Today Magazine for the past five years. He is the CEO of the Maryland Association of CPAs (MACPA) and CEO of the Business Learning Institute, the innovation, strategy, and learning affiliate of the MACPA, a leading strategic planning and talent development organization for CPAs, finance and accounting professionals in the world.