You and I like to think of ourselves as objective thinkers. We try to put our emotions aside. We live in a world of research and numbers. Our recommendations are black and white. Investment results are there for all to see. Our advice is either good or bad. The plans we recommend either work or they don’t. Clients say yes or no. We open the account or we don’t.
Our clients, on the other hand, are subjective thinkers.