A few days ago, I sat in a beautiful restaurant called Sushisamba in Edinburgh. I didn’t expect to find anything extraordinary, just a simple meal to keep me going for the day ahead. But then came the scrambled eggs.

Soft. Fluffy. Buttery. Melting on my tongue with each bite. Subtle but rich. I couldn’t help but smile as I tasted it.

And a thought came to me, mid-bite: If this is scrambled eggs… what on earth have I been eating all these years?

We think we know scrambled eggs. We’ve all made them. We’ve all had them, hundreds of times. Some butter, a pinch of salt, a splash of milk if we feel fancy. Stir them around, plate them up. That’s it. Scrambled eggs.

But sitting there that morning, I realized: it’s not the eggs. It’s how they were made.

It’s not the ingredients. It’s the care, the attention, the tiny details, the invisible craft that goes in.

And instantly, my mind went to our profession.

Because if scrambled eggs can be done so well that they surprise you… imagine what a first meeting can be.
Or a portfolio review.
Or a simple phone call to check in on a client’s mother’s health.

We love to talk about what we do.
Financial Life Roadmap. Risk profiles. Portfolio allocations. Product suggestions.

But do we talk enough about how we do it?

Because here’s the truth: in our profession, it’s never just about what you do.

Your client doesn’t remember your spreadsheets.
They don’t carry your product pitch in their back pocket.

They remember how you made them feel.
They remember how you said what you said.
They remember how you made the complex simple or the simple profound.

Most MFDs think differentiation is about the product. Or the tie-up. Or the price.

But the real difference, the thing that makes your work stand out in a world full of ‘financial guidance’  is your craft.

It’s your version of scrambled eggs.

A first meeting is not just a meeting.
It’s the space where trust begins.

Where you either make the other person feel heard, seen, respected or you rush to show how much you know.

It’s where you ask the questions they’ve never asked themselves.
It’s where you listen, not just to respond, but to understand.

I’ve seen many MFDs lose a client right there, because they were too eager to talk about SIPs and returns.
And I’ve seen a handful win trust for life, because they cared enough to go deeper.

Same meeting. Different craft.

A review call is not just a check-in.
It’s your chance to remind your client that markets will go up, they will go down but your commitment to them stays rock solid.

It’s not about the performance number alone. It’s about context. About reassurance. About asking if their life has changed since you last spoke.

A service follow-up is not just paperwork.
It’s where your client realizes: These people care about me more than the AMC does. More than the product does. More than the market does.

It’s scrambled eggs. But done with care. Done like it matters.

Done like it’s the only scrambled eggs they’ll ever remember.

Many of you have heard me say this before, the difference between an average advisor/MFD and a world-class one is not in the knowledge.

It’s not even in the number of clients or the AUM.

It’s in the details.
The tone of voice in the toughest conversations.
The handwritten note for a milestone that had nothing to do with money.
The patience to answer the same question, for the 100th time, because the client needs to hear it again.

It’s tempting to brush this aside.
“It’s just a small thing.”
“It’s just a call.”
“It’s just a KYC.”
“It’s just scrambled eggs.”

But one day, your client tastes the real thing.
One day, they meet someone who goes beyond.
And in that moment, they realize: What was I eating all this while?

I want you to pause here and really think.
When was the last time you checked the how?
How do you start a first meeting?
How do you follow up?
How do you break bad news?
How do you handle a panicked client when the market drops 10% overnight?
How do you show up for them, not just as a professional but as a human being who cares?

I’ve sat in rooms where financial professionals have spent hours arguing about trail vs upfront, about direct vs regular.

And I’ve sat in rooms where they have spent days crafting better questions to ask their clients.

Guess who grows faster?
Guess who is irreplaceable?

It’s not the ones who know the most.
It’s the ones who do the simple things so well, so consistently, that they make others look like they’re just serving stale eggs on a cold plate.

This is what mastery looks like.
This is where real trust lives.
This is what your client pays for whether they realize it or not.

So, my dear MFD, my fellow financial professional, my co-traveler in this profession:
Don’t just focus on what you do.
Focus on how you do it.
Focus on the tiny shifts.
The small improvements.
The thousand invisible things that turn something ordinary into something unforgettable.

Because when you do that, you won’t just retain a client.
You’ll build a reputation that travels ahead of you.
You’ll build a business that lasts.
You’ll build a career where people don’t just remember your returns — they remember you.

So, tomorrow morning, when you pick up your notebook or open your laptop and get ready for that first call, remember:
It’s only scrambled eggs.
But it’s never just scrambled eggs.

Go make it unforgettable.