Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

had breakfast with a friend, a financial planner.

He showed up, as he always does, driving a very high end Audi.

That makes sense – you want to believe that your financial planner is himself financially successful.

Of course, if your plumber showed up driving a very high end Audi, rather than assuming he was fantastically capable, you’d assume he was ripping you off.

Marketing is everything you are, much more than just the standard list of promotional tactics we all rely on.

Ideally, all the pieces fit together into one clear, consistent and compelling picture.