Pono means right, proper, honest and in balance. Hawaiʻi’s state motto, Ua mau ke ea o ka ʻāina i ka pono, ties the life of the land to righteousness. Our firm has clients in Hawaiʻi, and “be pono” is a value my team and I apply everywhere we work.
Honest numbers
Financial statements should tell the truth about a business. That sounds obvious, but the pressure to make numbers look better is real, especially before a loan renewal, a raise or a sale. Being pono means:
- Recognizing revenue when it is earned, not when it is convenient.
- Valuing inventory, crops and receivables realistically.
- Reporting margin by product, customer or co-packer as it actually is.
Investors and lenders find problems in diligence anyway. Companies that report honestly keep their credibility; companies that don’t, lose it.
Objective advice
A CFO’s job is to give management the clearest possible view of the business, even when that view is unwelcome. We will tell you when a plan doesn’t pencil out, and we will help you find one that does.
Balance
Pono also means balance: growth and liquidity, reinvestment and distributions, the interests of family shareholders and the needs of the business. Good financial leadership helps owners find that balance rather than optimizing one number at the expense of everything else.
Professional standards
I have been a California CPA since 1989. The profession’s code of conduct requires integrity, objectivity and confidentiality. Being pono is how we would choose to work regardless, but the license makes it a duty.
If you want financial reporting you can stand behind, book a 30-minute call.
Read about all seven values on our values page.
Looking for a finance partner who works this way?
My team and I serve clients in California, Texas and Hawaiʻi, remotely and on site. Start with a 30-minute call.
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