August 2014
Intermediate to advanced
272 pages
5h 45m
English
book
The Breakthrough Challenge: 10 Ways to Connect Today's Profits With Tomorrow's Bottom Line
by John Elkington, Jochen Zeitz, Sir Richard Branson
Content preview from The Breakthrough Challenge: 10 Ways to Connect Today's Profits With Tomorrow's Bottom Line
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Chapter 3Apply True Accounting Principles
Accountants may seem to be unlikely agents of market transformation, but they—and their discipline—are central to Plan B. Some leaders, including some very successful ones, insist that they operate from their gut, using their instincts and intuition, but even they must often turn to the numbers to see how they are doing—and most people in business, the financial markets, and the public sector depend on the latest numbers provided by their organizational dashboards as they navigate, steer, brake, and accelerate their way through the obstacle courses set by modern markets.
By their very nature and training, most accountants are conservative. They are encouraged—indeed generally required—to look backward ...
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