In the next episode of the Beyond Advisory podcast, we welcomed Alena Horská – one of the most successful advisors at Stone & belter and a prominent figure within the entire SAB service network.

Alena has been building her practice in České Budějovice since 2011. Not through aggressive sales or chasing volume, but through long-term relationships, authenticity, and a professional strategy. In the interview, she openly discusses how advisory has evolved over the past 15 years, what truly determines success, and why growth today is impossible without a system and a team.

Her approach is built on a simple idea:
Clients don’t come for a product. They come for the confidence that someone knows what they’re doing — and genuinely cares about the outcome.

🧩 In this episode, you’ll learn:

• what it’s like to build a strong advisory practice outside Prague
• why, according to Alena, advisory is a team sport rather than an individual one
• when the right time is to hire an assistant
• how to set up a work system so your business doesn’t overwhelm you
• why it’s important to work not only professionally, but humanly
• how to work with referrals and build long-term trust
• what working with foreign-language clients can bring and how it can push your career forward
• why most advisors don’t use the tools they already have available

🎧 An honest conversation about relationships, burnout, five-year career phases, and why the real competitive advantage may not lie in the product — but in authenticity.