The words we use to describe ourselves can give us a wind at our backs, or they can generate a wind in our faces. This especially applies to the financial planning sector, in part because the profession has yet to define itself in the public mind with crystal clarity.

In the minds of many consumers, professional planners are mentally lumped in with the brokerage industry, which nearly brought down capitalism in its pursuit of obscene profits. Meanwhile, the press seems to be as confused as the public about who is and is not working on behalf of clients and consumers.

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