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There are principally four types of Financial Professionals:

Type	Behavior That Drives Results	Results
1	Comfortable with their Behavior	Comfortable with their Results
2	Uncomfortable with their Behavior	Uncomfortable with their Results
3	Uncomfortable with their Behavior	Comfortable with their Results
4	Comfortable with their Behavior	Uncomfortable with their Results

•	Type 1 – Financial Professionals will never seek our services. They are comfortable with their results and the behavior that drives those results. We congratulate them and wish them continued success.
•	Type 2 – Financial Professionals will be attracted to and adopt the Values-Based Financial Planning™ philosophy quickly if they are looking for a client-centric philosophy to replace the traditional product-driven, sales-centric techniques that are creating their behavioral dissatisfaction. Values-Based Financial Planning™ will also address their pursuit of greater financial results.
•	Type 3 – Financial Professionals will be attracted to and adopt the Values-Based Financial Planning™ philosophy quickly if they are looking for a client-centric philosophy to replace the traditional product-driven, sales-centric techniques that are creating their behavioral dissatisfaction. While their financial results will also increase, that is not the driving factor in their decision to pursue Values-Based Financial Planning™.
•	Type 4 – Financial Professionals will be attracted to the Values-Based Financial Planning™ philosophy to stimulate improved results. However, there may be a resistance to forsake the comfort of their traditional sales behavior. If they cannot overcome this resistance, they will not be successful in adopting the Values-Based Financial Planning™ philosophy and implementing its principles in the long-term.

Type 2 and 3 Financial Professionals represent individuals with behavioral goals that are completely congruent with the integrity-based principles of Values-Based Financial Planning™. As a result, their adoption rate and performance is usually quick and highly successful.

Type 4 Financial Professionals can be successful in adopting the principles of Values-Based Financial Planning™, but may have a slower rate of success because of their resistance to accepting the behavioral modification that may be required. This is not a judgment of such individuals but rather a reflection of the reality associated with the challenge that lies before them. Generally speaking, if they are willing to execute the principles of Values-Based Financial Planning™ over a longer period of time, the experience will ultimately change them and they will become very successful devotees of our principles.

We encourage you to evaluate yourself honestly with respect to your motivation(s) for exploring Values-Based Financial Planning™. If your motivation(s) fit the Type 2 and 3 models, then we would encourage you to move forward with our philosophy. If you fit the Type 4 model, we encourage you to determine whether you are willing to do the behavioral work that will be required (and that will undoubtedly be uncomfortable at times) to achieve your goals. If, in the past, you have demonstrated an ability to commit to new ideas and to embrace coaching designed to help you achieve your goals, we stand prepared to help you embark on a journey that will change your personal and professional lives for the better.

Understanding Where You Are in Your Journey

If you are reading this, you are either in the “Curious” Phase or the “Interested” Phase of exploring the Values-Based Financial Planning™ philosophy. Either way, you have yet to begin your journey. Think of it more as the time you are gathering travel brochures and asking questions about your potential destination.

Just as with a vacation, once you plan to embark on your journey, you need to begin to prepare. With Values-based Financial Planning™, this means you need to move from considering the philosophy to implementing the principles. The best starting point is an investment in the Mastery Series™ 1. It is designed to allow you to begin to experience the power of building a Values-based Financial Planning™ practice. We call this the “Experimentation” Phase. You are beginning to “dabble” in applying the principles to your practice.

You then generally experience the “Belief” Phase. In this Phase, you “believe” you are committed to implementing Values-Based Financial Planning™, but your actions do not support that “belief.” For example, you may miss appointments or show up unprepared; you may not honor your commitments, or you may choose more comfortable alternatives that won’t help you actualize your Success Road Map® (i.e., going on a vacation that could be scheduled for another time rather than improving your skills to better serve your Clients by attending an Academy). It’s okay … the vast majority of Trusted Advisors have traveled down this road at some point. You just don’t want to stay in this Phase too long.

Finally, you reach the “Commitment” Phase. In this stage, you have fully evolved into a Trusted Advisor. Your behavior reflects your commitment. This is not to say that you will be “perfect” all the time. There will be times when you might “fall off the horse,” as Bill would say … but we’ll be there to “dust you off, put you back on the horse, and give it a smack on the hindquarters to get you moving in the right direction again.”