Economic success in Yorkshire will be helped by hard working, straight-talking people, according to Steve Denison from PricewaterhouseCoopers (PwC).
The northern chairman of the Big Four accountancy company told the Yorkshire Post that people with such characteristics will make it possible for the area to ensure it is prepared for the economic upturn.
Although unemployment is forecast to rise, research from PwC has found that most private businesses in the region predict their situation will improve or remain the same in the next year.
"Businesses need to stay ahead and not lose focus on the fundamentals as we come out of the recession," he told the newspaper.
Mr Denison also pointed out that it will be important for businesses to carry on assessing their customers' needs; stay focused on their cost base and manage their cash well going forward.
Pointing to evidence at PwC of increasing levels of deal activity in the market and other departments seeing positive growth, the Leeds-based accountant said there is reason to be optimistic about the economic future of the north.
The accountancy firm also recently pointed out that revised gross domestic product figures provided encouraging news on consumer spending and capital investment, implying that the economy could emerge from recession soon.
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