Before its rebranding, Aprio had been run like most other CPA firms, right down to how it was named—HA&W, for its founding partners. For Richard, who became CEO in 2013, building a new future meant starting at the foundational level. He worked with a rebranding agency to change the company’s name, which he says is grounded in the root words for “head” and “heart.”
It was an update Richard believed in so strongly that he went to great lengths to ensure it happened.
“Certain states, such as North Carolina, require the name of a CPA firm to include the name of an owner or founding partner,” says Richard. “When I discovered that, I knew there was only one thing to do. My second middle name is now Aprio.”
At the same time, Aprio implemented a culture shift that the team has embraced and practices daily. It’s based on a set of 31 fundamentals of behavior, including “act with integrity,” “honor commitments,” “celebrate success,” and “value differences.”
“Every week, we focus on one fundamental,” says Richard. “We do all 31, and then we start over again. I think we’re on our eighth or ninth cycle now.”