November 2000

Cognitor is not the Answer

I believe we have to change but “the Cognitor” is not the answer. I’ve listened to various presentations in the past two days. I’ve read about turning knowledge into value. I’ve read [about] adding value to the profession. I’ve had numerous discussions with professionals at colleges. And I have several observations:

If 15 percent of AICPA members perform our franchise service, that means 85 percent practice in many other areas – we’ve stretched the CPA brand. Some examples we saw in a video yesterday highlighted five young CPA’s:

- A CPA in Seattle in public practice
- A CPA FBI special agent
- A CPA in Florida working with technology
- A CPA controller helping the first place New York Jets reach the Super Bowl
- A CPA senior vice president for a major entertainment company answering production financing and analyzing profitability.

Why do we have to be something other that a CPA to transform data to information to knowledge?

How do we create value merely by adding a title?

Why would the Cognitor facilitate the entrance of better people into our profession?

Why can’t we lay the groundwork and follow most of the recommendations of the Taylor Report* to reach students early—before high school—and tell them the right story about the CPA and work to revamp the curriculum and make it more relevant?

Why does it make sense to have an organization where hundreds of thousands of competitors have credentials equal to ours?

We have to find other ways to continue to stretch our brand to educate students and the business world as to what we do. Don’t destroy the most trusted brand in the business community—there must be a better way. Surely the intellect in this room can find a better way to achieve our Vision. The Cognitor is not the answer.

*The AICPA commissioned The Taylor Research & Consulting Group to conduct a two-phase research study among high school and college students. The Taylor Report contains the quantitative findings identifying factors causing a downturn in accounting majors.

Editor’s Note: The following comments were presented to AICPA Council by Harvey Sonnenberg, managing partner at M.R. Weiser & Co. and a member of the NYSSCPA Furtherance Committee.