‘Go Deep, Not Wide’: Experts Urge Accountants to Move from Precision to Market Dominance
Chartered accountants and finance professionals have been urged to step beyond technical precision and assume an active role in strategic business decision-making. Speaking at the AAT Sri Lanka Conference 2026, held under the theme ‘Precision to Power’ at Waters Edge, industry leaders and entrepreneurs highlighted how combining creativity, personal branding, and disciplined execution can build sustainable enterprises.
Beyond the Numbers: The ‘Create to Dominate’ Framework
Delivering the opening keynote, Professor Dr. Poorva Ranjan, Dean – Strategic Initiatives at Delhi Metropolitan Education, emphasized that finance professionals must look beyond financial statements to actively shape business outcomes. She noted that while spreadsheets capture historical data, true entrepreneurship lies in identifying overlooked operational gaps.
Dr. Ranjan introduced a four-step framework titled “Create to Dominate”, urging professionals to:
-
Transition from merely flagging issues in footnotes to delivering actionable solutions.
-
Take direct ownership by proposing strategic ideas directly to business owners.
-
Establish themselves as primary decision-makers regardless of formal titles.
-
Shift pricing models from man-hour rates to monetizing judgment and high-value impact.
She also reassured professionals regarding artificial intelligence (AI), stating that AI cannot replicate human judgment, local cultural nuances, or an entrepreneur’s long-term vision.
Authenticity and Niche Positioning
During the panel discussion moderated by Professor Nagalingam Nagendrakumar (SLIIT Business School), panelists shared key strategies for personal branding and business scaling:
-
Authentic Storytelling: Dr. Lakmal Kulasekara, Founding Director of Danthaja Pvt Ltd, explained that effective personal branding stems from genuine problem-solving rather than forced self-promotion. Sharing real-life impacts—such as streamlining single-visit medical treatments—builds trust when backed by consistent quality.
-
Deep Expertise Over Broad Expansion: Dr. Shanika Arsecularatne, CEO of Christell Luxury Wellness, stressed the importance of specializing in a niche rather than offering generalized services. Highlighting that 80% of revenue typically comes from 20% of loyal clients, she urged businesses to focus on client relationships and specialized team training.
-
Athletic Discipline in Business: Matthew Abeysinghe, two-time Olympian and Head Coach at Killer Whale Aquatics, highlighted how sports discipline, resilience, and process-driven execution directly translate into business leadership and team management.
Avoid Premature Scaling
Addressing a query on common entrepreneurial mistakes, Dr. Ranjan cautioned against expanding too quickly driven by early funding. “Don’t go wide, go deep,” she advised, urging leaders to master their core skill stack and deeply engage their initial customer base before attempting broad market expansion.
