In G. Campbell Morgan‘s commentary on John, Morgan comments on John’s own recognition that he was not the foretold Christ but one who preceded the Christ and pointed to him. He says (commenting on chapter 3:22-36),
Then followed the last great statement. I have never read these final words of John without feeling their dignity and majesty. None greater ever feel from human lips. “He must increase, but I must decrease.” ….There was no unwarranted derogation of his own personality or work; but the content of the star as its lustre is lost in the rising glory of the sun.
….John the evangelist was thus showing the difference between the voice and the Word…
Surely this is what counselors must remember. Too often we want to be the sage wisdom, the Word. We want to be listened to; to be seen as wise. But, let us never forget that we are only conduit to the Word.