The commoditisation of services and a squeeze on fee income is creating waves through the profession. Accountancy firms are being forced to come to grips with the changing economic landscape and the race to embrace cloud solutions, implement automation and even, at the more radical early adopters, incorporate social media into their activities. Speaking to an audience of partners and practice professionals, the future of the profession and evolution over the next decade, was the theme of the third CCH Conference on the Future Ready Firm.