Morningstar Magazine - December 2017/January 2018 - 70
Investors
Design With Reach
Ross Gott provides clients with
touch points, not data points.
out by the work of Nobel-winning behavioral
economist Richard Thaler, who believes
that so-called design architects hold a lot of sway
over the behaviors of investors. With good
design, financial advisors can lead clients toward
better outcomes, but not by bombarding them
with data. "Giving clients data upon data
is not the same thing as transparency," Gott says.
"But advisors sometimes confuse those."
A Unique Take on Client Meetings
USER PROFILE
Ilana Polyak
In a world consumed by Big Data, it's tempting to
throw as many numbers at clients as possible.
But data isn't a stand-in for insights, advisor Ross
Gott says, and a barrage of it can be overwhelming
to clients. Gott, founder of ZeroCelsius Wealth
Studio in New London, N.H., fights against data
overload. Using a design sensibility, he gives
his clients streamlined presentations full of visual
flourishes that tease out the essentials for each
client. Where other advisors' websites show
menus of services, performance charts, and market
commentaries, Gott keeps his simple. He
distills his offerings to three essentials: discover,
70
know, and grow. Clients must first discover
who they are, they need to know what they want
to achieve, and finally they require a plan
to make that possible with their money. "A lot
of advisors don't understand that what matters are
touch points, not data points," Gott says.
A career at an ad agency (where he was in
the accounting department) taught Gott the power
of good design. "If you don't have a good
design, it's hard to create touch points," he says.
"Otherwise, you're left with thick financial
plans. Those are a wealth counselor's tools, but
they're not client deliverables."
Good design empowers clients, Gott believes.
Bad design leads to paralysis. It's an idea borne
When a client first considers working with Gott,
there's a three-meeting process to go through. Part
pub crawl, part blind date, Gott uses these
interactions to learn as much as he can about each
person. This isn't the time to bring out the
charts and projections, he argues. In the first
meeting, there's no mention of finances. Instead,
he wants to know about people's musical
tastes, childhood memories, and favorite vacation
spots. An Army brat who attended 19 schools
between kindergarten and high school graduation,
getting to know new people is second nature
to Gott.
"We're just getting acquainted," Gott says.
"We are trying to figure out if we are going to be
able to impact their lives for good."
Ross Gott and Robin Laughinghouse of ZeroCelsius Wealth Studio.
Table of Contents for the Digital Edition of Morningstar Magazine - December 2017/January 2018
Contents
Morningstar Magazine - December 2017/January 2018 - Cover1
Morningstar Magazine - December 2017/January 2018 - Cover2
Morningstar Magazine - December 2017/January 2018 - 1
Morningstar Magazine - December 2017/January 2018 - 2
Morningstar Magazine - December 2017/January 2018 - Contents
Morningstar Magazine - December 2017/January 2018 - 4
Morningstar Magazine - December 2017/January 2018 - 5
Morningstar Magazine - December 2017/January 2018 - 6
Morningstar Magazine - December 2017/January 2018 - 7
Morningstar Magazine - December 2017/January 2018 - 8
Morningstar Magazine - December 2017/January 2018 - 9
Morningstar Magazine - December 2017/January 2018 - 10
Morningstar Magazine - December 2017/January 2018 - 11
Morningstar Magazine - December 2017/January 2018 - 12
Morningstar Magazine - December 2017/January 2018 - 13
Morningstar Magazine - December 2017/January 2018 - 14
Morningstar Magazine - December 2017/January 2018 - 15
Morningstar Magazine - December 2017/January 2018 - 16
Morningstar Magazine - December 2017/January 2018 - 17
Morningstar Magazine - December 2017/January 2018 - 18
Morningstar Magazine - December 2017/January 2018 - 19
Morningstar Magazine - December 2017/January 2018 - 20
Morningstar Magazine - December 2017/January 2018 - 21
Morningstar Magazine - December 2017/January 2018 - 22
Morningstar Magazine - December 2017/January 2018 - 23
Morningstar Magazine - December 2017/January 2018 - 24
Morningstar Magazine - December 2017/January 2018 - 25
Morningstar Magazine - December 2017/January 2018 - 26
Morningstar Magazine - December 2017/January 2018 - 27
Morningstar Magazine - December 2017/January 2018 - 28
Morningstar Magazine - December 2017/January 2018 - 29
Morningstar Magazine - December 2017/January 2018 - 30
Morningstar Magazine - December 2017/January 2018 - 31
Morningstar Magazine - December 2017/January 2018 - 32
Morningstar Magazine - December 2017/January 2018 - 33
Morningstar Magazine - December 2017/January 2018 - 34
Morningstar Magazine - December 2017/January 2018 - 35
Morningstar Magazine - December 2017/January 2018 - 36
Morningstar Magazine - December 2017/January 2018 - 37
Morningstar Magazine - December 2017/January 2018 - 38
Morningstar Magazine - December 2017/January 2018 - 39
Morningstar Magazine - December 2017/January 2018 - 40
Morningstar Magazine - December 2017/January 2018 - 41
Morningstar Magazine - December 2017/January 2018 - 42
Morningstar Magazine - December 2017/January 2018 - 43
Morningstar Magazine - December 2017/January 2018 - 44
Morningstar Magazine - December 2017/January 2018 - 45
Morningstar Magazine - December 2017/January 2018 - 46
Morningstar Magazine - December 2017/January 2018 - 47
Morningstar Magazine - December 2017/January 2018 - 48
Morningstar Magazine - December 2017/January 2018 - 49
Morningstar Magazine - December 2017/January 2018 - 50
Morningstar Magazine - December 2017/January 2018 - 51
Morningstar Magazine - December 2017/January 2018 - 52
Morningstar Magazine - December 2017/January 2018 - 53
Morningstar Magazine - December 2017/January 2018 - 54
Morningstar Magazine - December 2017/January 2018 - 55
Morningstar Magazine - December 2017/January 2018 - 56
Morningstar Magazine - December 2017/January 2018 - 57
Morningstar Magazine - December 2017/January 2018 - 58
Morningstar Magazine - December 2017/January 2018 - 59
Morningstar Magazine - December 2017/January 2018 - 60
Morningstar Magazine - December 2017/January 2018 - 61
Morningstar Magazine - December 2017/January 2018 - 62
Morningstar Magazine - December 2017/January 2018 - 63
Morningstar Magazine - December 2017/January 2018 - 64
Morningstar Magazine - December 2017/January 2018 - 65
Morningstar Magazine - December 2017/January 2018 - 66
Morningstar Magazine - December 2017/January 2018 - 67
Morningstar Magazine - December 2017/January 2018 - 68
Morningstar Magazine - December 2017/January 2018 - 69
Morningstar Magazine - December 2017/January 2018 - 70
Morningstar Magazine - December 2017/January 2018 - 71
Morningstar Magazine - December 2017/January 2018 - 72
Morningstar Magazine - December 2017/January 2018 - 73
Morningstar Magazine - December 2017/January 2018 - 74
Morningstar Magazine - December 2017/January 2018 - 75
Morningstar Magazine - December 2017/January 2018 - 76
Morningstar Magazine - December 2017/January 2018 - 77
Morningstar Magazine - December 2017/January 2018 - 78
Morningstar Magazine - December 2017/January 2018 - 79
Morningstar Magazine - December 2017/January 2018 - 80
Morningstar Magazine - December 2017/January 2018 - Cover3
Morningstar Magazine - December 2017/January 2018 - Cover4
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2024q2
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2024q1
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2023q4
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2023q3
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2023q2
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2023q1
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2022q4
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2022q3
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2022q2
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2022q1
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2021q4
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2021q3
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2021q2
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2021q1
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2020q4
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2020q3
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2020q2
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2020q1
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2019winter
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2019fall
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2019summer
https://www.nxtbook.com/nxtbooks/morningstar/magazine_2019spring
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20191201
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20181011
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20180809
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20180607
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20180405
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20180203
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20181201
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20171011
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20170809
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20170607
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20170405
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20170203
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20171201
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20161011
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20160809
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20160607
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20160405
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20160203
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20161201
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20151011
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20150809
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20150607
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20150405
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20150203
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20151201
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20141011
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20140809
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20140607
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20140405
https://www.nxtbook.com/nxtbooks/morningstar/magazine_20140203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20141201
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20131011
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20130809
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20130607
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20130405
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20130203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20131201
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20121011
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20120809
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20120607
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20120405
https://www.nxtbook.com/nxtbooks/morningstar/investorconference2012
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20120203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20121201
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20111011
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20110809
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20110607
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20110405
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20110203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20111201
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20101011
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100809_lincoln
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100809
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100607_lincoln
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100607
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100405_lincoln
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100405
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20100203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20101201
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20091011
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20090809
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20090607
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20090405
https://www.nxtbook.com/nxtbooks/morningstar/advisor_20090203
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2008fall
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2008summer
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2007spring
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2007fall
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2007summer
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2008spring
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2008catalog
https://www.nxtbook.com/nxtbooks/morningstar/advisor_2008winter
https://www.nxtbookmedia.com