When I ask a group of financial advisors to share their thoughts on an ideal client, I often hear things like “willing to take my advice” or “appreciates our planning approach.” What I’m really after ...

When someone seeks out a professional service, they’re searching for the provider who can best address their current needs and, hopefully, provide sustainable solutions going forward. Likewise, ...

Every service firm leader I’ve engaged with in the last 20 years says, “We know who we serve.” Yet when I request that they describe their ideal client's top five goals, opportunities and challenges, ...