Imagine for a moment that you just got some terrible news: you have a serious and potentially fatal illness, that requires the attention of a world-class expert to cure. Where would you go for information to find the person you need to literally save your life?
The answer probably would not be just going to your friends and family for referrals. Sure, they’re helpful for some quick advice about what kind of fabric softener is best or where to get good Mexican food, but this is a life-or-death matter, and it’s not clear that any of them would even know who the specialists are for your disease, much less who’s the best to try to cure it.
Instead, it is more likely that in today’s day and age, you’ll turn to the internet. You’ll search for who’s a recognized expert in solving your particular problem. You might seek out information from others who’ve shared your condition, to see what experts they ultimately turned to. Simply put, you’d use the power of the internet to find out who truly, really is the best person to work with to solve your problem. After all, it’s your life on the line.
Now, imagine instead that it’s not your physical health at stake, but your financial health instead. Is the value of 'getting a referral' versus 'searching for the best' really any different if you're finding the savior of your financial life instead? And does that mean that as we enter the digital age, it's time to eschew the advisory world's traditional reliance on referrals for growth, or at least recognize that it may deliver far less in the future than it has in the past?