The following top-rated implications are presented in order of importance as ranked by delegates attending the National Future Forum. The discussions and interpretations were developed after the National Future Forum.

CORE VALUES

Continuing Education and Life-Long Learning
CPAs highly value continuing education beyond certification and believe it is important to continuously acquire new skills and knowledge.

Highest Rated Implications

• Increases firm and business growth.
• Enables individual professional growth.
• Attracts quality entrants to the profession.
• Increases training costs.
• Requires transformation of pre- and post-CPA examination education to deliver new competencies and skills.

Discussions and Interpretations
CPAs will actively seek to expand their range of new competencies and enhanced skills by integrating learning and working experiences. For example: CPE, on-the-job training, Internet programs, targeted reading, writing, and benchmark studies. CPAs will remain committed to staying on the leading edge of expanding knowledge and be increasingly aware of public need and interest. CPAs will make a personal commitment to the time and resources needed to meet these new demands. Formal education curriculum and CPE will be revitalized to provide skills for enhanced services and new competencies and to attract quality entrants to the profession.

Competence
CPAs are able to perform high quality work in a capable, efficient, and appropriate manner.

Highest Rated Implications

• Requires a broad base of knowledge.
• Enables more specialized services.
• Requires all CPAs to project competence on behalf of the profession as a whole.
• Makes CPAs highly sought after by clients and employers.
• Increases need for valuable experience and apprenticeships.

Discussions and Interpretations
All CPAs will adhere only to the highest standards of performance. This includes performing high quality work that is designed to share knowledge and deliver value to the end user and translating Òbig pictureÓ perceptions into strategic action. CPAs will be able to link specialized services to broader areas of business practice. Competence will continue to be an ever-shifting target as business demands for knowledge and insight increase. This value will increase the focus on the need for high quality pre- and post-CPA examination education and cannot be separated from Continuing Education and Life Long Learning.

Integrity
CPAs conduct themselves with honesty and professional ethics.

Highest Rated Implications

• Requires trust.
• May require new standards or guidelines for emerging services.
• Requires unquestionable ethics.
• Influences sales, as well as the scope of services, in order to maintain integrity.
• Increases the value of employees.

Discussions and Interpretations
Founded in a history of public interest, CPAs uphold a stringent code of professional conduct and unquestionable ethics. CPAs have a reputation for integrity, honesty, and professionalism that is well deserved. New standards may be established to further support the role of CPAs as trusted professionals in the competitive marketplace. CPAs place professional responsibility above personal gain and reject opportunities or assignments that may compromise their principle of integrity. This revered level of integrity will require increased vigilance as new services and market expectations develop.

Attuned to Broad Business Issues
CPAs are in tune with the overall realities of the business environment.

Highest Rated Implications

• Requires technological "smarts."
• Requires a "big picture" perspective.
• Enables a favorable view of the profession.
• Increases need to understand multi-cultural issues.
• Increases need to align with other professions.

Discussions and Interpretations
CPAs will develop a deep understanding of the global, national, and marketplace environment and the impact of forces on various types of organizations, including their own business. CPAs will align with other areas of business practice and other professionals to provide value-added services in the marketplace. CPAs will continuously expand their knowledge and competencies to meet a broader range of market needs and enhance the role of the profession in the business world. Keeping abreast of technology is critical to increased opportunities for CPAs to optimize performance and expand services.

Objectivity
CPAs are able to deal with information free of distortions, personal bias, or conflicts of interest.

Highest Rated Implications

• Requires a clear focus.
• Enhances ability to provide unique value to current and new services.
• Requires maintaining independence.
• Increases opportunities to cross-sell and expand.
• Encourages more market trust.

Discussions and Interpretations
Inherent in a foundation value of objective public interest, CPAs will further develop a mindset that is uniquely and contextually appropriate in analysis, interpretation, and decision-making processes. CPAs provide advice that is unbiased, and clearly articulates the pros and cons of potential courses of action. CPAs will experience greater demand for their uniquely objective services and products in broader areas of business practice in the age of information overload.