Key Principal - Understand your risk tolerance in order to effectively manage your investments. There is a proven relationship between risk and reward. No one seems comfortable when investing beyond their risk tolerance.

Balance of Fear and Greed - Your risk tolerance is your comfort level between fear and greed. Your risk profile is part of your Personal Mission Statement. We will assist you in articulating a risk profile that makes you comfortable and allows you to sleep well at night.

Interesting Human Nature - Do you want to follow “the crowd” or march to the beat of your own values? The exclusive nature of an investment "club" creates an aura that seems to attract investors the way swim-up bars attract guests at all-inclusive resorts. People seem to value the sensation of membership in an exclusive club and yearn to be members of the "in crowd."

Too many times removed - What about the values of the person responsible for your money? Is your money manager local and accessible? The managers on the coasts have proved to be no better at managing money than those in the Midwest and their value systems are usually different. Are you comfortable moving your money to New York, California or a fund pool managed by someone out of the area and with a different value system?

Learn more about unintended consequences of actions