In this episode, we discuss the need to change the narrative around what it truly means to be a CPA. I’m joined by Carla McCall, the 2024-25 Chair of the AICPA, to explore how the accounting profession can attract new talent by focusing on purpose and passion rather than just tasks and hours. By highlighting the “why” behind accounting—what makes it exciting, meaningful, and impactful—we can inspire the next generation to see the true value of a career in this field. Carla’s views perfectly align with the MACPA’s “Purpose of a CPA” campaign, which encourages CPAs to share their personal stories and what drives them. We also discuss her plans for the year, insights on the industry’s future, and her leadership approach. Don’t miss this insightful conversation with a leader committed to showcasing the true purpose and value of the CPA profession. Resources: Carla McCall, CPA, CGMA, Managing Partner at AAFCPAsJournal of Accountancy article, "New AICPA chair: ‘We need to promote the cool work we do", by Mari SagedalMACPA's Purpose of a CPA: Share Your Why