You’re in need of a plumber, but you don’t have a regular plumber to call. I have a couple for you to choose from:

Plumber A: “I believe that plumbing is an art form. There’s one right way to do something when it comes to pipes and water, and I know that one way. I may not be the cheapest, but I’m the best.”

Plumber B: “I believe that plumbing should fix problems, and I’ll do whatever it takes to get the job done so that my customers are happy with both the work and what’s left in their wallet afterwards.”

Are there any circumstances where Plumber A would be your choice? How about Plumber B?

Choosing a plumber is no different than choosing any other product or service in that you buy from the person (or company) whose beliefs are aligned with yours at the time of the purchasing decision. When you’re putting in a new kitchen and you want to make sure that the sink, icemaker, and dishwasher can all play a harmonious water tune when you need to make your freshly juiced Piña Coladas, you might be more prone to seek out Plumber A. The utility sink in the basement? That’s a Plumber B job if I’ve ever heard of one.

So, what do you believe? Who are the people that are like-minded in your beliefs, and when are they most likely to be strongest in those beliefs? Sitting at that crossroads is a bag of money. You should go pick it up.