Three traps in comparisons

Trap 1 — cheapest hourly rate wins. Price per hour ignores scope and overruns. Trap 2 — credential = decision expertise. ICF provides an ethics framework and coaching credential context; it does not confer law, financial modelling or securities authority. ICF Code of Ethics, effective 1 April 2025 Trap 3 — an investor referral is independent. Ask the person to identify any relevant investments, sponsor reporting rights and success-linked payments before sharing sensitive information.