CalCPA Chair David George: Look.

DAVID GEORGE has done it all--litigation support, tax preparer, controller, peer review team captain, financial adviser. He even took a turn as a stockbroker. But it's the role George just stepped into for which he seems to have been born: chair of the CalCPA Board of Directors.

David George has a passion for the accounting profession and this new role is the culmination of years of dedication and service to CalCPA and the CPA profession. "The CPA profession has a great tradition of integrity and independence unlike any other industry," George says. "I've always thought it was important to give back and to support this profession."

And support it he does. "He has no agenda except to further the profession," says David Starr, a friend, fellow CPA and former partner. "He works selflessly to push ideas forward."

A PEOPLE PERSON

Leadership has been a natural role for George, who always has been interested in building consensus and promoting the CPA profession. "David's very rational in his approach--he thinks through issues," says George's partner Doug McAdam. "He's thorough and a very good listener. David doesn't force ideas on people. He lets them present issues and comes to a conclusion after really listening." In fact, George encourages all members to contact him to share ideas or concerns at any time. "As CalCPA chair," he says, "my door is always open."

A good leader likes people, and George always has been a people-person. "Early on, I realized I liked the person-to-person contact aspect of my job the most," he says. "I've always liked solving issues and helping." This passion for interaction has made his communication duties as a CalCPA leader easy and enjoyable. Plus, "He always has d smile and a laugh," says John Olson, a client and friend. "He's a good natured, fun-loving and bright person who works well with people."

From his modest Irvine offices, a small outpost of Soren McAdam George Advisory Services, George delves into his position as a partner and personal financial specialist, while still finding time to work tirelessly on CalCPA projects. A frequent traveler for CalCPA business and to meet clients, George credits technology with allowing him to stay in touch via e-mail and phone calls.

"It doesn't matter where he is," says McAdam. "David's always in contact and gets back to people immediately, even when he's on the road."

George balances his work and CalCPA responsibilities with family time. "David's a very rounded individual," adds McAdam. "He's focused on his family," which includes wife Laurie Zelon, a Los Angeles County Superior Court judge, and sons Jeremy, 19, and Daniel, 18--both college students. George likes to spend his spare time with his family on regular ski trips to Mammoth, as well as fishing and wine-tasting.

GETTING INVOLVED

George grew up in Orange County in the 1950s and '60s, and attended California State University, Long Beach for both his undergraduate and accounting studies. He originally studied economics but returned to college shortly after earning his bachelor's degree to take classes that would help him prepare for the CPA exam.

When George earned his CPA credential in 1976, he immediately joined CalCPA. "Being a member helped because I was able to keep up on new developments," especially in the emerging field of litigation support, he says. "And, I was able to see where we needed more involvement in the profession." George adds that from the beginning he saw a great need for grassroots communication between CalCPA and its members.

Soon after joining, George was asked to chair the Orange County Discussion Group and his leadership role quickly expanded as he held a variety of positions throughout the organization. "I've always thought it important to give back to the profession," he says. "It helps my personal development and gives me a better understanding of my peers and our industry." Last year alone, he was CalCPA's first vice president as well as the Orange County/Long Beach Chapter president.

THE YEAR AHEAD

"We have a lot going on," says George, citing the global credential, student recruiting and grassroots communications as his top priorities. "We have a rapidly changing environment that we need to adapt to so we can stay viable in the marketplace. No matter what the end result is this year, it's important to have meaningful discussions, so we can make the best decisions."

George, an AICPA California Council member, believes that informed decision-making is key to the AICPA's proposed global credential. "There is a changing dynamic between the AICPA and state societies," he says. "And we need to be involved in that change, not just watch it happen. The only way you can truly have impact is through grassroots efforts."

George plans to speak with as many members as possible about the proposed credential. What he learns from these discussions will help him better understand CalCPA members' needs and opinions about the road ahead.

"Understandably, many members are wary about the credential," George says. "But, we also must be mindful that others believe the credential would help them to compete more effectively in our rapidly changing marketplace. My bottom line is to consider everyone's views, meet the needs of the overall membership and do what's right for the profession. My passion is focused on the future, but understand a need to respect the past."

STUDENT OUTREACH

George feels an urgent need to act in the wake of the recent decline in students choosing to study accounting. He says that he personally will lead the charge to devote resources toward encouraging today's students to choose accounting as a career.

"We're competing increasingly with [and losing students to] MBA degrees and the technology industry," he says. "It's time to communicate to students the benefits and prestige that goes along with being a CPA. We need to make them aware of the wide range of careers available within the CPA credential."

George ardently supports CalCPA's high school outreach effort that's designed to communicate the benefits of being a CPA to students as they're making decisions for college. In fact, George annually participates in local high school career days to share first-hand with students the rewards and fun that come with a CPA career.

But high school is really just the beginning. George would like to see CalCPA more involved in college-level student organizations such as Beta Alpha Psi. "That's where we can reach the students who are making career decisions," he says. "If they understand our profession at that point, they can make informed decisions about whether or not they want to be CPAs."

CALCPA's FUTURE

"This next year is all about communicating--to our members, to students, to everyone," says George. "We need the public to be aware of why CPAs exist. We need CPAs to know CalCPA's benefits and we need young people to consider our profession as an option." And he wants this to happen on the most basic of levels: one-on-one. "I plan on talking to anyone who will listen."

George believes that OPAS need to work within the rapidly changing world and find new niches for themselves. "It's important to preserve standards, of course," he says. "But we also have to realize we can't stop change. CalCPA needs to expand the perception of the CPA's role from its historical stereotype to one that plans for the future and adapts."

Jane Girard is CalCPA's online manager.