Building a firm culture is about much more than installing a ping-pong table in your breakroom, industry expert Chris Rund told a recent gathering of accounting firm leaders.

“Culture is one of those slippery things – it’s not numbers, it’s all that touchy-feely stuff,” Rund, a marketing and brand development strategist and creative director at accounting firm advisors Rootworks, told attendees at a Rootworks Partner Retreat in late June. “Culture is ‘the collective beliefs and behaviors of your firm.’”

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