Lisa Salvi, Managing Director of Advisor Services at Charles Schwab, shares her profound insights on elevating advisory firms. She presents five guiding principles crucial for transforming good firms into great ones, emphasizing planning, client focus, and brand reputation. The conversation delves into the significance of defining an ideal client persona and strategic branding. Salvi also discusses the importance of succession planning, talent development, and the powerful role of data tracking for accountability in enhancing advisory practices.