Randy Crabtree at the 2026 Bridging the Gap ConferenceAn accounting firm's ability to successfully weather the waves of disruption coming at the profession starts with being able to answer three questions, according to Randy Crabtree. 'Kodak answers'But firms should also be careful in how they answer these questions, because too narrow or superficial a definition can severely limit them. 'We're a tax firm' or 'We're an audit firm' — that's a Kodak answer. As you define your firm, Crabtree advised, be careful to go beyond just the services you offer, to the overarching goal — such as helping individual clients meet their retirement goals — or the underlying theme, such as bringing peace of mind to business clients. "If your answer would survive a change of product, then I believe you've gone deep enough," he said.