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Behavior Gap: The Only Goal That Matters

goals matter

Carl Richards’ latest sketch makes clear what matter most in investing: the goal you set and not anyone else’s.

Carl reminds us:

“We all have goals.

Some of our goals are big, some small, but most importantly, they’re ours. We run into problems, however, when we start comparing our goals to everyone else’s goals, or worse, start adopting them as our own.

It can be a real problem when it comes to investing.”


About the Artist

Carl Richards, Director of Investor Education The BAM ALLIANCE

Carl Richards is the director of investor education for the BAM ALLIANCE. He advises on best practices, marketing efforts and social media.

Carl is the author of The Behavior Gap and a regular contributor to The New York Times. Known for his simple sketches that capture complex investor behavior, Carl’s work has been featured in The Wall Street Journal, Financial Planning and at His work originally appeared on

Carl holds a bachelor’s degree in finance from the University of Utah.


The opinions expressed by featured authors are their own and may not accurately reflect those of JDH Wealth Management. This article is for general information only and is not intended to serve as specific financial, accounting or tax advice.

© 2014, JDH Wealth Management


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