6. How it feels to buy trustworthy advice

My air conditioner broke in the middle of a heatwave.

Someone came to look at it and told me it needs to be replaced. They also recommended I replace my furnace at the same time. 

How do I know if what they're saying is true? I trust them, but my guard is up. 

Now, imagine I had to make decisions like this every single day. Complicated choices with financial impact on things I have no expertise in.

I'd want someone on my team I could trust. Someone with no financial incentives in the implementation. An advocate. 

And if I didn't have in-house expertise, I'd want an advisor to help me make these decisions. 

That's what a good advisor does. They're an advocate. Incentives aligned. 

So if you want to be a full-time advisor, you have to get paid for your expertise and facilitate implementation, not necessarily offer it yourself. 

More on this soon.

Yours,

—k