This paper describes the author's perceptions of the reasons for the tarnished image of advisors and academic advisement. Specific problems are discussed under seven headings. These are: (1) Advisor Credibility, (2) Becoming Aware of Advisee Constructs, (3) Reducing Advisee Defensiveness concerning Related constructs, (4) Advisee Challenge of Non-Utilitarian Constructs, (5) Designing Effective Advisee Change Strategies, (6) Encouraging Advisee Responsibility through Contracting, and (7) Meaningful, Change-producing Assessment. (KS)