This came across my radar in an article for CPAs –

In pivoting to Advisory, it suggested:
“Begin with prospective clients. Because your client has only thought of you in a particular way, you will need to change their perception and get them to think differently about you.”
...

In practice, I see my clients begin the pivot to Advisory with existing clients, because of the pre-existing know, like, and trust factor.

But the bigger challenge to tackle is not how your clients think about you, but how you think about you.

That's where the real work is.