“Too many people overvalue what they are not and undervalue what they are.”
As Mark Twain said “The two most important days in your life are the day you are born and the day you find out why.” Why am I dedicating a whole chapter on emphasizing that the advisor is the solution? Because we spend a disproportionate amount of time on products, platform, price, tools, technology, marketing, and so on. These things are not differentiators, they are important and foundational, but people buy people. They do business with people they like and trust.
I know that for many people, finding their calling in life can be a frustrating journey. For those who do find that perfect job or passion, you can see it in their eyes. You can see that they love what they do. When clients can see that passion, they see why you do what you do. Since you are ultimately what the client is buying, it may help to discover how you can be more passionate for your business and how you can create a brand that's more aligned with who you truly are. For some, the statement, “You are the solution,” makes perfect sense, but others may immediately begin shaking their head. But what does “You are the solution” really mean? Start by thinking about your brand. When it comes to well‐known brands like BMW, Nike, and Apple, we all feel and think something when these companies come up in an ad or in conversation. We all have certain expectations of their products. When I think ...