It's The Mirage and The Pyramid, Phil

November 2006
Journal of Financial Planning;Nov2006 Supplement, p13
Academic Journal
The article uses a hypothetical conversation to explain how financial planners can effectively communicate what their job is to people that are unfamiliar with the occupation. The conversation focuses around the differences between financial planning and other transaction-based services, breaking the process as a whole down so that others can understand the value of planning. The financial planner in the conversation uses the acronym "EGARIM" (Engage, Gather, Analyze, Recommend, Implement, and Monitor) to describe his job.


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