top of page

From 2011 to Now: Fueled by a Fire for Better

Writer's picture: Jim CarlsonJim Carlson
A friendly, small-town financial planner in a cozy office warmly interacting with smiling, engaged clients. Sunlight filters in through a main street window, creating a welcoming atmosphere with wood accents and subtle greenery. Emphasize authenticity, genuine expressions, and personal connection. Photorealistic style, minimal text, cinematic lighting

When I stepped into the financial services world back in 2011, I was bursting with optimism. I’d finally get to help people reach their biggest goals—or so I thought. Within weeks, I realized the industry wasn’t just about providing genuine advice. Too often, it was about confusing fee structures, product-pushing, and scrambling to meet sales targets rather than serve real needs. That was my first bump on this road, but it certainly wasn’t my last. The mismatch between what I believed in and what I saw around me only stoked a fire in me to do better.


Fast-forward a few years, to 2017, when I came across Liz Davidson’s book, What Your Financial Advisor Isn’t Telling You. Her insights felt like a mirror to everything I’d experienced since 2012. She didn’t just call out the conflicts of interest—she set down “ten commandments” for how advisors should treat their clients. It was exactly what I needed to keep going. I decided then and there that I’d integrate her principles into my practice, and like Frank Sinatra, do it my way.


But first, let me admit something: I used to jokingly refer to some folks in the industry as “fidouche”—the ones who claimed to be fiduciaries but acted otherwise. It was a jab at those who’d wave the “fiduciary” flag while profiting at the expense of their clients. Despite the joke, there is a real difference between suiting up as a fiduciary in name and actually putting it into practice. When done right, the fiduciary standard is the backbone of ethical advising, and Liz’s commandments drive that point home.


Here’s a quick rundown of how I work Liz’s ten commandments into my daily interactions:

  1. Put the Client First – Seems obvious, but you’d be surprised. I start every conversation by asking about your goals, not pitching a product.

  2. No Surprise Fees – You’ll never get hit with fine-print charges. I’m open and direct about what you pay and why.

  3. Prioritize Education – You should understand how your money’s invested, not just nod along. My job is to make it all make sense.

  4. Start with Your Goals – What do you want out of life? Retirement dreams? A bigger home for your growing family? We build from there.

  5. Plan for Real Life – Being “smart with money” isn’t just about stocks or mutual funds. It’s about family plans, health, career shifts—everything that affects your future.

  6. Commit to the Fiduciary Path – No more half-measures. Acting in your best interest is the priority, always.

  7. Explain Fiduciary vs. Suitable – People deserve to know that “suitable” can be a low bar. True fiduciary advice puts you at the center, no shortcuts.

  8. Avoid Emotional Traps – Markets go up and down. The plan is to keep you focused on your long-term goals, so panic and greed don’t sabotage your progress.

  9. Keep You Involved – This is your money. Regular check-ins and honest communication mean you always know what’s happening and why.

  10. Be Your Own Advocate – In the end, nobody has a bigger stake in your finances than you do. I’m here to guide you, but I also want you to feel confident speaking up.


I won’t pretend the path since 2011 has been smooth. There have been plenty more bumps, but each one reminded me why I’m doing this in the first place: to offer a better experience than the one I initially found. Liz Davidson’s book helped me see that change is possible if we keep fighting for it. Yes, I’ll still crack a joke about “fidouche” friends, but only to remind myself—and them—that the real fiduciary standard is worth defending.


So here’s to staying fueled by that burning fire for better. Thanks, Liz, for fanning the flames. With every client conversation, I’m working to honor those ten commandments. Because when we do right by you, we do right by the entire industry.




 

Disclaimer

The content provided in this blog (including any references to books, financial strategies, or industry standards) is for general informational purposes only and does not constitute personalized financial, legal, or tax advice. Every individual’s financial situation is unique, and the ideas or strategies discussed may not be appropriate for your specific circumstances. Past performance is not indicative of future results. Always consult with a qualified professional—such as a licensed financial advisor, attorney, or accountant—before making any decisions related to your personal finances. The author and any affiliated parties are not liable for any losses or damages arising from reliance on this content. Any mention of third-party products, services, or organizations is not an endorsement.

Comments


bottom of page