Sep 14, 2026 · 28 min · 12 segments
Even before you actively market to a prospect, what messages are they receiving about you? Neuro-Behavioral Growth Catalyst Dr. Joshua Wilson describes his work helping financial advisors give off the…
Joshua WilsonGuest
Allie ZendrianHost
Well, so that brought to mind and I wonder if we can transpose this into financial services, but feel free if you think that I'm making too much of a leap.
I would be curious if you feel like the enemy could be in this case, basically not doing anything with your finances, because I hear of a lot of financial advisors saying it's basically a gym coach.
If you don't have that accountability partner, you're just not going to do the things that they advise on.
Do you feel like that could be the enemy or like should financial advice embrace an enemy and a tribalism kind of stance?
What is your enemy? I think when it's something that's general of the enemy is doing nothing.
That's not something that some of the people are going to struggle to feel and identify with.
So an enemy needs to be something that pulls emotions out, that recognizes and points out an emotion that you already have.
Now, so we have to find maybe ultimately doing nothing is the problem, but it's not visceral.
So that's a word that something like that's often when I start with a client is when my client's problem is they do nothing.
Okay, well now we have to figure out who they are, what's important to them, and also what's interesting and magnetic about you that you have a special ability to get their attention.
Because if you don't have a special ability to get their particular attention, you're just one more person saying you need to do something.
Well, so that brought to mind and I wonder if we can transpose this into financial services, but feel free if you think that I'm making too much of a leap.
I would be curious if you feel like the enemy could be in this case, basically not doing anything with your finances, because I hear of a lot of financial advisors saying it's basically a gym coach.
If you don't have that accountability partner, you're just not going to do the things that they advise on.
Do you feel like that could be the enemy or like should financial advice embrace an enemy and a tribalism kind of stance?
What is your enemy? I think when it's something that's general of the enemy is doing nothing.
That's not something that some of the people are going to struggle to feel and identify with.
So an enemy needs to be something that pulls emotions out, that recognizes and points out an emotion that you already have.
Now, so we have to find maybe ultimately doing nothing is the problem, but it's not visceral.
So that's a word that something like that's often when I start with a client is when my client's problem is they do nothing.
Okay, well now we have to figure out who they are, what's important to them, and also what's interesting and magnetic about you that you have a special ability to get their attention.
Because if you don't have a special ability to get their particular attention, you're just one more person saying you need to do something.
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