For more than 30 years, I've been involved in various segments of the funeral industry, from the early days in my role as a funeral director to my more recent 11-year tenure as the executive director of the world's oldest and largest international association of independently owned funeral homes. I have witnessed the confusion and discomfort that can exist for those responsible for arranging final tributes and services. Throughout my career, one basic concept has remained very clear: informed purchasers of funeral services, as with any product or service, are far more likely to make decisions...