"Credibility isn't just content expertise. It's content expertise plus "presence," which refers to how we look, act, react, and talk about our content. It depends not only on the substantive reality of the advisor's expertise, but also on the experience of the person doing the perceiving. As the chapter on relationship building suggested (Chapter 5), we must find ways not only to be credible, but also to give the client the sense that we are credible. We must illustrate, not assert. Why"