What makes a retirement recommendation not only work but also stick for you client? Could it be a combination of personality traits and beliefs about the market? We were really fortunate this week to have Dr. Wade Pfau and Alex Murguia on to discuss their research on the topic. They walk us through the tool they have built to help decode what exactly makes our clients tick. Also, do you want to get regular updates on news about Wade, Alex and other guests of our show? Go to https://thatannuityshow.com and subscribe to our newsletter. We hope you enjoy the show. Links mentioned in this episode: The Retirement Income Advisor Challenge on October 25 and 26 will allow advisors to learn more about what the RISA is, to take it, and to learn how they can incorporate it into their firms: http://risaprofile.com/challenge Wade's new book is the Retirement Planning Challenge. The RISA is discussed in Chapter 1: https://www.amazon.com/Retirement-Planning-Guidebook-Navigating-Important/dp/194564009X/ General website for the RISA: www.risaprofile.com/