Professionals make choices. Including:
Don’t exploit friends and family. Surgeons shouldn’t do surgery on their kids, and investment advisors shouldn’t manage their dad’s retirement fund. It doesn’t matter if you’re sure you’re the best in the world. Swap with the person who’s second best.
Demand that clients ask hard questions. Don’t be offended if they shop around or ask you about your training and performance stats. In fact, that’s precisely what you want.
Say, “I don’t know.” Then find out.
Embrace technology that amplifies your judgment while increasing benefits to your constituents.
Call out the bad actors and the forces that push you to do a lesser job for the people you serve.
Eagerly refer people to someone more specialized than you whenever it makes sense for the client. “I’m not for you,” is a symptom of care and confidence.
Don’t show up because you feel like it. Show up because you said you would.
Moby Dick; Or, The Whale 
– An Epic Tale of Obsession | Herman Melville | Complete Audiobook