Setting Yourself Apart from the Crowd

Setting yourself apart from the crowd matters more than you think. With this in mind, Doug begins with a question: What’s the difference between a professional expert and one who is certified as such by his or her peers? To illustrate this difference, Doug recounts a keynote address that he gave to a group of orthodontists.

He points out that parents who seek an orthodontist would be wise to not just seek one who will straighten their child’s teeth, but one who sets out to build beautiful smiles. It’s a difference that may cost about 10-20% more but it’s well worth it for the additional confidence.

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It’s not enough to simply straighten the teeth, these orthodontists have to set themselves apart from the rest as well. Being certified as capable of doing so is just the beginning. Those who learn to take the extra time to bring additional professional quality to the job can expect to be paid better.


  • How does the extra effort of professionalism create value for business owners and customers? Doug illustrates this with a friend’s home appraisal that resulted in vastly differing amounts.
  • If you’re saving for retirement in a 401(k) or an IRA, does your financial advisor understand the disadvantage of tax-deferred accumulation? A large majority of certified financial experts don’t grasp how important this difference is..
  • Why should certification be considered a minimal standard? Doug explains how the certified vs professional choice should impact how you approach the financial services industry.
  • Is there a difference between those who understand broad basic concepts and those who understand the more advanced ones? Doug spells out how those who grasp the added value of this kind of depth have every reason to be happier with the results.
  • Why is doing the right thing the right way so important? Whether it’s your kid’s smile or getting the best price in a real estate transaction, those who do more than just get the job done are worth it.
  • How does setting yourself apart from the crowd apply to your retirement planning? Doug shares the value of finding specialists who understand and teach the advanced principles you’ll need.
  • And much, much more…

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*Life insurance policies are not investments and, accordingly, should not be purchased as an investment.