In today’s modern society peoples’ choice of occupation is often an integrated part of their view of who they are and their place in society (Giddens, 1991). In expert occupations in particular the individual experts have often made a great investment, not least in time, to acquire the education, experience and knowledge needed in order to be allowed to enter the occupation. A lot of effort and intellectual work is needed, which also includes working on changing ones view of the world and of oneself. As a result of all this effort the choice of occupation becomes an investment in who we are. It’s an investment in an identity. We can see this particularly in profession-based occupations such as architecture, law and accounting which all have in common that the practitioners have completed a specifi c educational program, have passed some specifi c knowledge tests and acquired some specifi c values and beliefs associated with the occupation. But also within business advisory occupations, with a less clearly defi ned knowledge base, the individuals’ work with their self-image is a signifi cant part of the role and crucial for being perceived as competent.