The kind of work most CPAs love to tackle. Kinda tough for some to get started, because it is not very scientific. It's a bit abstract, at times inconclusive, and sometimes results in recommendations being the types of things that clients just don't want to hear. Witness the insurance salesman's pursuasiveness and reputation that that industry has earned over the years. Planning is NOT just the product sale or transaction-based business that the industry wants your clients to believe.
Planning is a process.
An implementation process where clients put plans into motion. A review process that recognizes when things change and need updating or regular monitoring. To do this, and do it right, you do not have to give up your objectivity, or profitability. This, however, is where the choices get tough. It must come from somewhere, unless your life is that boring that you're willing to work for nothing.