One Hundred Years for California CPAs.

It is with great optimism, enthusiasm and pleasure that I approach my watch as CalCPA chair this year, the centennial anniversary of the CPA credential in California. But before I describe what I see for the future, I'd like to commend my predecessor, Don Gursey, CalCPA's "final" president under our former governing system.

During the past year, Don's work, wit, foresight, integrity and love of the profession and CalCPA has brought remarkable and beneficial changes to the organization. In fact, that presents a bit of a problem, since I'm not sure how I can adequately fill shoes that Don seems to have enlarged a couple of sizes. I'll start by demonstrating gratitude on behalf of the entire membership and thanking Don for his leadership. I also salute the long line of presidents who stretch out behind Don for more than 91 years. Their distinguished legacy has gained our profession immeasurable respect in this state and we honor their work.

MAJOR MILESTONE

The year ahead will be historic, not just because of the centennial of our credential, but also because we will be testing a new governing structure. Despite this change, our mission and purpose will not be altered, and I encourage all CalCPA members to renew their understanding of, and passion for, CalCPA's mission and purpose:

* Our Mission--We are a voluntary, nonprofit organization that provides leadership and resources to further the value of the CPA profession and contribute to the success of our members.

* Our Purpose--To advance the profession of accountancy in California; to encourage the maintenance of high professional standards for CPAs; to cultivate a cordial relationship among practicing accountants; to promote a better lay understanding of the services rendered by CPAs; and to act in a representative capacity for the profession.

As chair, I will ensure that sufficient resources are devoted to more effectively and comprehensively communicating items of importance to this profession.

This year, council will focus on CalCPA's long-range goals, as well as develop objectives and clear criteria for success. These decisions will serve as the basis of accountability for all of us going forward.

RECRUITING

I will personally lead the charge in devoting resources toward encouraging students to choose accounting as a career. I assure you, this is a priority.

Having made this commitment, I would add that this campaign can only be a success when companies that are impacted by the lack of professionally qualified personnel step up to the plate with me and other CalCPA volunteers and devote time to encouraging students to enter the profession.

I intend to challenge those companies to work together to find a solution to the problem of talent scarcity. And, I hope to hear from firms that are interested in volunteering a couple of hours to talk to local high school or university classes about the wide range of career choices available to the new breed of CPAs.

In the realm of communications, I plan to create a quarterly communication piece that uses technology to express items and issues of professional importance. I also hope to communicate more with the public about the value of the CPA.

LEADERSHIP

To sustain the momentum of the positive response we received from our first day-long Leadership Conference for incoming council members in June, I plan to encourage a continuing dialogue on why CalCPA leadership activities personally benefit and broaden the skills of all who participate. Ultimately, leadership in CalCPA can deliver bottom-line benefits to the careers of individual CPAs, while at the same time benefiting our profession.

Last, but certainly not least, I hope to put into action a plan to encourage diversity and expand membership. Through our collaborative efforts, we can position CalCPA as the membership organization of choice for young people and for all those entering the profession. We must identify and be cognizant of these members' reasons for participating in CalCPA, which may be different than ours, and then strive to meet their demands and needs.

Of course, many other things need to be done, but by focusing on these issues of strategic importance, we can begin to lay a more solid foundation for our second 100 years as a profession in California.

As CalCPA chair, my door is always open. Members may contact me to share ideas or concerns at any time. You can e-mail me at [e-mail].

David George, CPA, PFS, is a partner with Irvine-based Soren McAdam George investment advisory services LLP.