The Frustrated CFO

Quote of the Week: What Makes a Mass-Market Bestseller

"Back at home they drew the curtains and read with disapproval, with relish, with avidity and glee - even the ones who'd never thought of opening a novel before.  There's nothing like a shovelful of dirt to encourage reading."

                                                                                 The Blind Assassin

                                                                                 Winner of the Booker Prize

                                                                                 by Margaret Atwood

 

Lessons from the Author of "CFO Techniques"

Or Ten Things Your Publisher Will Forget to Tell You.

Disclaimer:  The following conclusions are based on a specific experience of one first-time author with one particular publisher.  Marina Guzik does not infer that any other writer of professional books, working on her first or n-th opus for any other, or even the very same, publisher would encounter the same disappointments. 

1.  There will be no color inside your book.  Color printing is expensive and the publisher's intent is to keep the production cost to a bare minimum.  So, all your colorful charts and graphs will be in fifty shades of gray (pun is always intended). The good news is that many people read eBooks now and those are full of color.

2.  As I found out after the signing of the contract, publishers of professional literature utilize a practice of technical reviewing.  Regardless of your credentials, depth of knowledge, experience and professional stature, the publishers will need to hire someone for 2 cent per page to serve as a technical reviewer for your book.  This person's job is to verify that you did not make any errors in definitions, calculations, etc.

3.  Amazingly, this technical reviewer will get his bio printed prominently in the Front Matter right after your own, the author's.  Moreover, the publisher's production department will not have enough common sense to at least make it shorter than the one provided by the humble author, who thought it was unnecessary to list all her accomplishments.

4. Speaking of production.  Somehow their compiler squashes words together, cuts out letters in the illustrations, and does other weird things to the final book layout.  So, after everything is done, you will still need to reread your book in its entirety, fishing out this stupid shit, before giving your final-draft approval.  

5.  As you get closer to the finish line, the publisher will randomly move the book's release date back and forth, due to some internal considerations (like printing arrangements), without letting you know.  So, don't book that wrap party for yourself (did you think for a second that the publishers will do it?) until the book is actually out. 

6.  If the publisher includes a Promotion clause in your contract, which states: "We’ll promote the Work, using Our reasonable judgment about the methods and amount of promotion," you should understand that it means they will not spend a penny on promoting your book - there will be no advertising, no sales tables at the professional conferences, and stuff like that.  There will be nothing, except their "wonderful PR team's" campaign.  

7.  There are Publishers and there are publishers.  If your book is with Wiley, for example, it will be handled by a stronger public relation team.  On the other hand, smaller, less known publishers are staffed with people who didn't make it into the world of the big-time PR influence.  They don't have connections and their rolodexes are skimpy.  They don't have a pull to call on, let's say, a reviewer at Financial Times and recommend your book.  So, their entire "promotional campaign" amounts to posting a public release on PRWeb.com and, allegedly, mass-emailing it to their undisclosed distribution list. 

8.  That single promotional tool, the public release, will be written in a wooden, cumbersome language.  Moreover, it will misrepresent some crucial aspects of your book.   And when you rewrite it yourself to make it snappier and smarter, they will completely ignore your version and post their own anyway.  They will add insult to injury by misspelling your name under your quote.    

9.  If you dare to express your frustration with all this bullshit on the pages of your blog, which is specifically designed as a venting outlet, they will lash out at you and then shut you out: they will not even list your book among their featured titles.

10. Last, but not least, the various eBook versions (Nook, Kindle, ePub, PDF, MOBI) will not be protected by any resellers.  They will be ripped off every legitimate site, including that of your publishers', and offered for free on the Internet.  Thus, your copyrights will be brutally infringed and your meager ability to earn any royalty off of your own work will be drastically diminished.  The publishers will not do anything about it.  They will not even reply to your emails on the subject.  

You have to appreciate, though, what they do tell you in advance:

1.  Even though there are 6 million companies with less than 100 employees in this country and you wrote a book that can help them to survive, you can consider yourself lucky if a few thousand copies will be sold in several years.  How many small-business owners and their downtrodden senior financial managers have you seen improving their organizations by the book?   

2. Hence, there is no fame or fortune in writing professional books; 

3. It's not the book itself, but what you do with it.

Knowing this keeps you real.  If you are not going to promote the book at your own expense, or utilize it to enhance your professional exposure, accept the fact that seeing it published simply massages your ego.  Nothing more.  

Do Yourself a Favor and Buy Your Boss Some Ginkgo

I am currently reading Jennifer Egan's A Visit from the Goon Squad.  Excellent book.  It's categorized by booksellers as a novel, but it is essentially a collection of stories stringed together by each character's connection to the book's most realized protagonist - the music-industry executive, Bennie Salazar.  I love that kind of staff.  Yet, it's not the author's writing skills that make this book important to me, it's the vivid emotional familiarity of people and situations.  Good writers manage to reach their audience in that way: you read a dialogue or an internal monologue and your heart aches with the painful recognition.

Let's leave the introspective explorations for some other discussion, though.  In light of this post's title I want to describe one particular scene in the book that seems to be taken straight out of my own experience with many a boss.

Bennie Salazar, the President of the record label he founded some years ago, is in his car with his right-hand and catch-all Sasha.  They just listened to the new material of one of the company's signed acts.  Sasha rules the two punk sisters unlistenable.  Bennie woefully wonders, what happened in the two years since he'd signed them on.  Sasha reminds him that it has been five, not two years.  She even gives him a precise time reference: she went to the contract signing straight from Windows on the World, i.e. when the Twin Towers were still intact.

Oh my God!  Did that ring a huge bell in my head?  Situations like this occurred with uncanny regularity throughout my entire career, no matter who the boss was.  We could be in the meeting with some bankers, for example, pitching the expansion of credit lines, and I would show a chart explaining how the company has been adding $40 million to its volume annually for the past five years.  Afterwards, the boss would ask me, if those numbers were true.  Are you fucking kidding me?  You've only seen the chart like a million times.  

And then there are endlessly repetitive requests: Could you send me that report for May (just sent it two days ago, but he doesn't recall)?  What was the bottom line in that forecast you compiled (what did you do with your copy of it)?  Let's finalize that new venture prospectus, okay ("we" did day before yesterday - it's on your desk)?  And so on and so forth.       

Sometimes it seems that the stress of running their own businesses causes these people to experience some form of amnesia or the early onset of Alzheimer's.  But that's not it, because their brains appear to be functioning just fine otherwise.  The fact that this memory issue is such a frequent occurrence among the entrepreneurs of various cultural and social backgrounds, operating in different industries, seems to indicate a psychological rather than physiological phenomenon.

It's my opinion that, when it comes to the retention of any type of information, these people have a luxury of allowing their brains to be extremely selective.  It's not like they make a deliberately verbalized decision, "I choose not to remember this."  But somewhere, deep in their subconsciousness, the opportunity to rely on various subordinates as human data-banks renders the memorization of routine data redundant.  It doesn't matter to them that this makes them look somewhat slow.  The value of your time wasted on verbally repeating and emailing the same things over and over again matters even less.

It's possible that the general improvement of memory functions attributed to Ginkgo can lower this mental resistance to absorbing information.  It may force certain tidbits to stick inside automatically.  Hey, if you are desperate enough, why not try it?  Just put it on his desk when nobody is looking and see what happens.  

Ten Reasons Why "CFO Techniques" Is a Must-Read for Small-Business CFOs

Reason #1.

"CFO Techniques" was NOT written from an academic perspective, such as of a typical university professor with a consulting-for-large-business on the side.

On the contrary, it WAS WRITTEN by your fellow CFO, who earned her professional stripes in the small-business trenches. During more than 20 years of this hands-on experience, with the last 18 in CFO and Controller positions, she was fortunate to gain exposure to all facets of financial management and organizational administration. Just like the most of you, she knows only too well what it means to wear many hats at the same time.

Reason #2.

Yet, the author did not loose a constructive touch of a theoretician. In writing the book, she employed her:

• in-depth knowledge of the fundamental principles that govern all areas of corporate accounting and finance,
• methodical approach to all tasks that compile ever-expanding scope of a CFO's responsibilities,
• and ability to dissect the cause and effect relationships of various concepts.

The result is the crystallization of the vast experience into a streamlined functional system, easily adaptable to various types of businesses and industries.

Reason #3.

"CFO Techniques" doesn't try to rehash official regulations, statistical information, bits of hot technology news, results of narrow studies, and such. The book's mission is to spotlight the most important areas of a CFO's or a controller's functionality:

Reason #4.

These professional cornerstones are broken down into crucial components described in bite-size, easily digestible chapters written in a fun and lithe language. The book presents the most complex financial and accounting concepts in comprehensive forms,  which can serve as introductory aids for those who just attained their first controllership appointment and as concise refreshers for seasoned professionals.

Reason #5.

It is an unfortunate truth that millions of small businesses struggle (and frequently fail) to survive not because they are neglected by owners and managers, but because these hard-working people simply have no clue what exactly is wrong with their companies, where are the weakest points, which areas require immediate improvements. Smaller enterprises suffer the most from the lack, even complete absence, of business intelligence and performance analytics. "CFO Techniques" is a part of the author's personal crusade to help small and mid-size businesses by providing them with survival tools (analytical, budgetary, procedural, etc.) that don't require expensive and complicated software.

Reason #6.

One of the most unique and valuable devices offered within the book is the proprietary  chart

INCOTERMS FOR ACCOUNTANTS.

Originally developed by Eclectic & Dynamic Controllership Consulting (E&D CC) specifically for businesses involved in buying and selling goods, it expands the definitions of standard Incoterms to include such accounting notions as title transfer rules and description of applicable source documents, thus accommodating needs of proper revenue, COGS, and inventory recognition.

 

Reason #7.

One of the main underlying themes of the book is the necessity for small-business CFO's and controllers to raise themselves above the bean-counting stereotype and become critical thinkers, indispensable members of the executive management team. "CFO Techniques" emphasizes this pressing demand throughout every section and accentuates the tasks that may facilitate such transformation.

Reason #8.

While shedding new light on the day-to-day routines and spinning conventional accounting and finance tasks as crucial and indispensable cogs in the business machine, the author's functional system gives equal rights to new categories of CFOs responsibilities, such as company-wide Information Technology Management, Risk Control, and Strategic Planning.

Reason #9.

The book takes a holistic approach to multi-faceted positions of CFOs and controllers and supplements specific structural guidelines and practical functional advices with discussions of more general topics applicable to any senior professional operating in private-business environment. Among others, it includes observations and suggestions on how to deal with people on different level of corporate hierarchy and what changes to expect in your future, even if at the moment you feel 100% secure.  

Reason #10.

Even if you don't learn anything new, or if you'll find the book not applicable to your specific professional niche, at the very least you can entertain yourself with the multitude of eclectic cultural references and business insights from the author's personal experience woven through the book's text.

Ten Reasons Why "CFO Techniques" Is a Must-Read for Entrepreneurs

Reason #1.

You are a part of a proud cohort of just a few millions of people who summoned their courage and said, "I will not work for the Man anymore! I will be my own boss!"

While your company is growing, it will need to keep its overhead lean. Meanwhile, you can use "CFO Techniques" as a surrogate for a seasoned executive that will provide you with clear guidelines for financial and administrative management.

Reason #2.

Don't let the title fool you. "CFO Techniques" is not a bean-counting manual. It's written with a view to achieving commercial success and places business considerations ahead of everything else.

Reason #3.

It will arm you with a flexible framework for structuring your business in a logical and sensible way.

Reason #4.

"CFO Techniques" is not an academic textbook either. It manages to shed new light on various aspects of finance and business in a fun and easy language. The book is organized into a bite-sized chapters sprinkled with familiar cultural references and illustrations from the author's professional life.

Reason #5.

Yet, it's packed with practical advice,

instructive suggestions, step-by-step guidelines,

checklists,

and visual examples.

Reason #6.

"CFO Techniques" will provide you with a comprehensive breakdown on acquisition of capital resources necessary to sustain and grow your business.

Reason #7.

An entire section of the book is devoted to assessment, reduction, and transfer of the internal and external risks your company may encounter in a normal course of business and in extraordinary circumstances.

Reason #8.

"CFO Techniques" will show you that one of the most critical determinants of whether your company will fail or prosper is the active attention to its performance. The book rejects the rigidity of the uniform approach to business intelligence and underscores the importance of selecting specific indicators that will have the most significant impact on your decision-making process.

Reason #9.

Anticipating your furture needs, the book describes the fundamental steps of strategic planning and basic techniques for explorting opportunities as well as diminishing external threats.

Reason #10.

And when you are looking to hire a CFO, a valuable member of your executive team, the book may serve you as a benchmark in evaluating the candidates' breadth of expertise and depth of knowledge.

"CFO Techniques" Technical Reviewer's Comment for Small Business CFOs

LinkedIn Groups

• Group: Small Business CFOs
• Discussion: How important is to have a Policy & Procedure for a small business?

"Marina Guzik references her recently published "CFO Techniques" book, and it truly is a terrific reference guide for savvy CFO's, containing valuable information about best practice considerations on a number of critical topics. She has done an outstanding job of writing an easy-to-read one-stop source of valuable tips on identifying and solidifying core business functions, and it was my pleasure to assist with its technical review. A must-read for those wishing to learn more about making their business the strongest it can financially be!"
Posted by Randy KRUG

Apress Publishing Issues a Press Release for "CFO Techniques"

You can read it here:

The Insightful New Resource...

I apologize for mistakes made by Apress's PR people responsible for the press release (I definitely don't dispense advice on hardware selection, but I talk extensively about various accounting software). I hope that the direct quotes taken from the book will speak for themselves.

"CFO Techniques" Has Been Released Today

Available on Amazon

From the editorial note:

"CFO Techniques: A Hands-on Guide to Keeping Your Business Solvent and Successful is a comprehensive and instructive working manual for multitasking chief financial officers and controllers working in the fast-paced commercial environment. Every senior financial professional with an ever-broadening span of control will benefit from this complete outline of the core activities—with specific descriptions of individual tasks—comprising the daily agenda of a successful CFO or controller. It covers everything from traditional responsibilities like budgeting and financial reporting, to more innovative tasks like performance analytics and business strategy development.

While emphasizing specific guidelines on what it takes to excel as a company’s head of finance, the book refrains from overwhelming dryness by using cultural references, real-life examples, and a casual tone. With its bite-sized, easy-to-read chapters, CFO Techniques serves as both an invaluable desktop reference handbook and a good bedtime read. Whether you need a quick recommendation on treasury procedures, adhering to GAAP, keeping funds safe from embezzlers, or advice on dealing with the CEO, you will find the answers in this book."

The Weakest Link in a Corporate Finance and Accounting System

Let’s say, as a CFO or Controller you have all policies outlined and procedures carefully designed.  Everything is properly documented and bound into books and manuals, which are readily available for orientation, training, and daily reference.  Through intensive internal audit program all components have been examined; everything have been tested in practice.  Whatever did not work well has been tweaked; cumbersome procedures were replaced with more straightforward ones; the inferior ones have been improved.

Finally it has been determined that the internal control system is both effective and efficient in accomplishing the company’s goals and the executive management’s objectives.  Is it reasonable at this point to expect that everything should be working like that expensive watch I keep mentioning as a model of a perfect mechanism?  Unfortunately, not. 

We don’t exist in the virtual world of The Matrix trilogy, where everyone is manipulated by the digital code.  In real life it is the other way around: our well designed systems and structures depend on being properly handled by people.  Their proficiency and diligence determine how well the policies and procedures are being performed.  The truth is that every task performed by an employee is vulnerable to occasional unintentional errors, consistent sloppiness, and even deliberate mishandling.

Any designer of functional systems, with frameworks that include people as key elements, knows that humans are the weakest links in the chain of actions.  Long time ago, when computers were so huge that a single unit occupied a hall the size of the New York Public Library’s Reading Room, all programs and data were coded on punch cards.  A punched out spot was read by the computer’s card reader as a character or a digit.  These cards were manually created by operators trained to use a keypunch machine.  Guess what?  Two separate people produced every card in duplicate.  No exceptions. If the cards did not match, they have to be re-punched.  Thus, the risk of human error was managed.

Such duplication of staff is unthinkable now.  Today, we rely on computer systems to reduce at least the most common of the risks.  The rest of flaws must be caught through vigorous and persistent scrutiny of performance quality.  Monitoring is the cornerstone of internal control and one of the most important responsibilities of a supervisor.  It brings the entire system together and assures that policies, procedures and people concur.  A series of timely and thoughtful tests should become a part of your, or your internal auditors’, routine.

Remember:   If not corrected, every mistake your employee makes will end up in financial data, documents and reports, for which you are ultimately responsible.  One erroneous entry may affect your bank’s collateral statement or a presentation to the board of directors.  Omissions will impair strategic decisions.  Communication mishaps can impact commercial relationships.  These flaws will most definitely be a poor reflection on your reputation as a financial leader.  You have to create filters that will catch the debris before they pollute the results of your hard work.

You can read about various practical techniques of reducing accounting and finance systems' vulnerability to human factor in my upcoming book "CFO Techniques" (Apress, 12/02/2011), now available for pre-order at Amazon and Barnes & Noble.    

My Book Is Now Available for Pre-Order

My book "CFO Techniques: A Hands-on Guide to Keeping Your Business Solvent and Successful" (Apress, December 2,2011) is now available for pre order at Amazon and Barnes & Noble:

• ISBN-10: 1430237562
• ISBN-13: 978-1430237563