Money’s not that important

David Morrison


Yes, you read that right, and here’s what I mean:

“In the grand scheme of things, money’s not that important.  It’s significant only to the extent that it allows you to enjoy what is important to you. And not worrying about your finances is critical to having a life that excites you, nurtures those you love, and fulfills your highest aspirations.” – Bill Bachrach, Values Based Financial Planning

Honestly, financial planning isn’t usually very inspiring, and nobody has ever called me to talk about it just for fun. So, if you’re ever in a social situation where strangers are expected to talk with one another and you don’t want to participate, just tell them you’re a financial advisor and they’ll politely make a beeline for the bar!

But when we shift our thinking about money and make it personal, about what’s most important to you, that’s when it gets really inspiring. Values Based Financial Planning gets to the heart of what’s most important to YOU.

What are values, anyway? Values are principles and qualities that are deeply held and cherished. They can be people or causes, experiences or achievements. Making them happen is what life is really about to you.

I help my clients envision their unique values before we start any planning. I’ll say, “You know, you and your spouse could have the beach house you’ve dreamed about since you were newlyweds. Let’s imagine you’re there. You’re on your front porch watching the waves wash up. What are you thinking? How are you feeling now that you’re there?”

This is inspirational. You’ve plugged into your why, the thing behind the thing, so when you think about reaching your goal, your heart soars. 

Or, you may need to deal with that niggling fear that keeps you up at night and get rid of it so you never have to worry about it again.

This is values alignment. Your financial decisions are not based on a claim that “Oh yeah, we’ll make you umpteen percent a year.” It’s about aligning your financial decisions with your most important goals and dreams. When you can see the path to get there, that’s inspirational.

Your goals should be inspiring, because most of us have to make some changes to achieve them. And you’ve got to make a plan not to get distracted and stay on track between now and then. You have to purposefully plan to get there.

As you follow my column this year, I’ll walk you through the steps of Values Based Financial Planning to help you establish your values, set goals, benchmark your financial reality, and create a financial road map to get you there.

For now, imagine where your values can take you.

“When your values are clear, your decisions are easy.” ~ Roy Disney
To schedule an appointment and/or request a copy of the LPL Research
Outlook 2019, email or call:, 303.793.3202.
David Morrison is a financial advisor and partner at Prosperion Financial Advisors in the Denver Tech Center. Securities and Advisory Services offered through LPL Financial, a Registered Investment Advisor. Member FINRA/SIPC. 

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