Introduction
The Trusted Advisor by David H. Maister, Charles H. Green, and Robert M. Galford is a powerful exploration of how professionals can build lasting trust with clients. The book dives deep into the psychology of advisory relationships, revealing why being right isn’t enough—and how being human builds loyalty. In this post, I’ll unpack the book’s core ideas, takeaways, and case studies from real professionals.
Thanks to Jeroen Nijland, former Director at NFIA, who gifted me this gem during Christmas in 2017. It sat on my shelf for a while until I picked it up during a phase of reflection. What followed was not just a reading experience but a rethinking of how I approach every client interaction.
About the Authors
David H. Maister is a former Harvard Business School professor and a renowned authority on managing professional service firms. Charles H. Green is a consultant and founder of Trusted Advisor Associates, while Robert M. Galford is a leadership coach and co-author of multiple business books. Together, their consulting and academic backgrounds bring real-world relevance to every chapter.
Key Takeaways
- Trust = (Credibility + Reliability + Intimacy) / Self-Orientation: The equation highlights that trust is not only about being right, but about reducing your ego and focusing on the client.
- Advising is Emotional, Not Just Logical: Clients don’t only need answers—they need to feel heard, understood, and guided.
- Go First and Be Human: You earn trust by listening first, offering help before being asked, and treating every client as an individual.
Thematic Summary
1. Trust Isn’t Built on Answers Alone
Too often, professionals jump to solutions. But trust is emotional. The Trust Equation shifts the focus from performance to presence.
2. The 10 Attributes of a Trusted Advisor
These include putting the client first, avoiding ego-driven responses, using frameworks only when helpful, and embracing personal risk in relationships.
3. Real Case Studies
- Regina Pisa helped a terminally ill CEO and his wife with both estate and emotional matters.
- Peter Biagetti told a client not to sue his mother, choosing empathy over legal success.
- Michael Jordan’s agent David Falk preemptively reduced his fee, showing low self-orientation.
- Jim Copeland repaired a client relationship at Deloitte just by listening.
4. Giving Advice is a Duet, Not a Solo
The book encourages a 4-step process: offer options, explain them, recommend one, then let the client decide. It builds ownership.
5. Why Professionals Jump Too Soon
Driven by validation, insecurity, or habit, many advisors rush to prove value. The book urges us to slow down and earn trust first.
6. Relationship Building Principles
From going first to showing appreciation, the book offers reminders that trust is human. Compliments should be specific. Listening should be tailored.
7. Decoding Client Types
Clients may be driven by results, analysis, consensus, or excellence. Understanding this helps tailor your approach.
Quotes Worth Noting
“It’s not enough to be right; you must be helpful.”
— Maister, Green & Galford
“Trust is an emotional duet played out between the advisor and the client.”
— Maister, Green & Galford
My Reflections
- I saw myself in the advisors who jump to action—always keen to prove value. Slowing down changed how I listen.
- The Trust Equation is now part of my client prep. Before every major meeting, I ask: Am I being low in self-orientation?
- I’ve applied the book’s lessons not just in consulting, but even in parenting—intimacy and reliability matter everywhere.
Who Should Read It
- Business consultants
- Client-facing professionals in law, tech, finance, and public policy
- Leadership coaches and project managers
- Anyone who wants to deepen professional relationships and reduce transactional thinking
