Author Haemin Sunim, in his book, “When Things Don’t Go Your Way”, wrote, “Between painful things that are familiar and unfamiliar things that can bring happiness, people often choose the familiar. 

This is human nature, not just in personal lives, but also in financial decisions. People prefer staying in their comfort zones, even if that zone causes discomfort, simply because it’s what they know.

We see this when clients hesitate to make changes to their investment strategy, even when those changes could lead to better outcomes. They fear the unknown. Perhaps they don’t want to exit a low-performing investment because they’ve held it for years. Or they might shy away from newer strategies because the old ones, though not the most profitable, feel safe. It’s our job to help them step beyond that fear.

Sunim’s advice applies to us as financial professionals as well. We must ask ourselves, “Are we loyal to pain in our business practices?” Are we sticking to methods, tools, or strategies that no longer serve us or our clients, simply because they are familiar?

We must be willing to embrace the unfamiliar to grow. This means adopting new technologies, exploring a world class partner to collaborate with, and being open to learning continuously.

Abraham Maslow once said, “In any given moment, we have two options: to step forward into growth, or to step back into safety.” For us and for our clients, the choice is clear. Growth demands courage. It requires stepping out of the known and embracing new possibilities. This is especially true in a constantly evolving financial landscape, where sticking to outdated practices can hurt us and our clients.

Getting clients to move beyond their comfort zones is not easy. It requires trust and education. But, as financial leaders, we must lead by example. Let’s not be loyal to pain or outdated practices. Instead, let’s have the courage to grow, innovate, and ultimately choose the path that leads to greater happiness and financial well-being for both ourselves, and our clients.