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TitleFinancial DNA: Discovering Your Unique Financial Personality for a Quality Life
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Table of Contents
                            Financial DNA Discovering Your Unique Financial Personality for a Quality Life
	Chapter 1: The Birth of Financial DNA
		The Success Formula: Understanding Your Unique Financial Personality Code
		Observations about Financial Decision-Making Patterns
		A New Starting Point: A Focus on Human Behavior
		The Science: Building on Years of Work
		The Birth of Financial DNA Was No Accident
		The New Discovery Process
		The Power of Using Objective Information: Do Not Make Assumptions
		Why the Financial DNA Discovery Process?
		About This Book: The Starting Point of Your Journey to Financial Liberation
		Recommended Reading
		Getting the Most Out of This Book
	Chapter 2: The Life Path of Chris Coddington in Becoming a Wealth Mentor
		The Early Years: The Events Shaping Chris’s Unique Financial Personality
		Becoming an Accountant: Getting Foundational Experience
		Pursuing the Dream: Setting Up Business on His Own
		The Next Stage of the Journey: Chris Connects to Financial DNA
		Recommended Reading
	Chapter 3: Understanding Your Financial Personality for Empowerment
		The Meaning of Behavior, Not Psychology
		How Your Financial Personality Is Shaped: Nature or Nurture?
		The Interaction of Nature and Nurture: Continual Development
		Seeing Beyond the Tip of the Iceberg to Navigate Below the Surface
		Getting Objectivity
		Recommended Reading
	Chapter 4: The Process of Discovering Your Financial DNA
		The Route to Success: Asking the Best Questions in the Best Way
		How You Participate: Completing Profiles
		The Three Stages of the Financial DNA Discovery Process
		Where Is Your Life Now?: Wealth Creation Review
		Recommended Reading
	Chapter 5: Understanding Self First to Unlock Wealth
		The Starting Point
		Understanding the Financial DNA Path Profiles: Getting the Objective Truth
		The Financial DNA Path 4 and Path 6 Behavioral Factors
		How the Financial DNA Path 4 and Path 6 Profile Scores Are Measured
		The Transformation: Chris Understands His Own Financial DNA Path Profiles
		A Greater Understanding of Clients: Serving Them on Their Terms
		Recommended Reading
	Chapter 6: Building a Great Relationship with Your Advisor
		Building Trust More Quickly Based on Understanding
		Chris Coddington Connecting to Helen Jones in the First Meeting
		Introducing Financial DNA to Helen
		A Reality Check: The Home Truths
		The Advisor’s Terms of Engagement
		The Right Advisor–Client Chemistry: Matching Behavioral Styles
		Helen and Chris Moving Forward Together
		Recommended Reading
	Chapter 7: Interacting with Your Advisor for Great Discovery
		The Knowing Me, Knowing You Process
		Connecting Helen to the Profile
		Chris Understanding Helen’s Communication Style
		Chris Understanding How Helen Is Wired and Learning How to Adapt
		Understanding Chris and Helen’s Path Profiles in More Depth
		A More In-Depth Analysis of the Path Profiles
		What We Look For in the Financial DNA Path Profiles
		Profile Debrief Process Summary: Accelerate Your Financial Plan
		The Next Stage of Financial DNA
		Recommended Reading
	Chapter 8: Connecting Your Financial Propensities to a Robust Financial Plan
		The Meaning of Money and Your Behavior
		The Financial DNA Discovery Methodology: Finding Your Comfort Zone
		What Is Your Hard-Wired Risk Profile?
		What Are Your Learned Risk Preferences?
		What Are Your Financial Aptitudes?
		Emotions Crushing Rationality: The Amygdala Hijack
		It’s All about the Setting: Change the Perception of Risk
		Applying the Information Discovered: Building a Portfolio for Paul Wilson
		Further Discovery on Investment Preferences: Introducing Financial Directions
		A Behavior-Based Portfolio: Fitting Paul’s Financial DNA
		Recommended Reading
	Chapter 9: Understanding Where You Came From to Go Forward
		Environment and Experience: Your Baggage
		Chris’s Lifeline
		Looking at Your Own Journey First: The Coddington Family
		A Client Story: The Money Baggage of Mark Peters
		Your Values: The Rules by Which You Live
		Education: Your Financial Astuteness
		Moving Forward: Rethink Your Mind-set and Retool
		Recommended Reading
	Chapter 10: Finding Your Purpose, Passions, and the Vision for Your Life
		Life Purpose: Reflecting You at the Core
		Live a Life with Passion: What Energizes You
		Laying Out Your Vision: Setting Your Direction
		Getting Real and Reflecting: Doing the Hard Work Yourself
		Chris Coddington Has Done the Hard Work
		Recommended Reading
	Chapter 11: Couples Removing the Barriers to Making Financial Decisions
		When Two Make Decisions, the Differences Get Exposed
		Removing the Myth: Money Is Not the Problem
		A Couple Needing Help: Chris Coddington Working with the Joneses
		The Next Step: Education and Continuing Facilitation
		Recommended Reading
	Chapter 12: Unlocking Family Dynamics for Greater Family Wealth
		The Family Relationships: Key to Financial Decisions
		Getting Objectivity in the Family
		Using the Financial DNA Discovery Process: Getting Below the Surface
		Emotions: Getting in the Way of Family Rationality
		Chris Coddington Using Financial DNA with Families
		The Williams Family Dynamics
		Chris Introducing Financial DNA to the Williams Family
		Chris Facilitating the Family Mission Statement
		Potential Division: Dividing the Family Assets
		Recommended Reading
	Chapter 13: Successfully Working in Business
		Workplace Relationships
		Chris Leading His Team
		Recognizing Talents and Balancing the Team
		Chris Coddington Advising Techscape Partners
		Recommended Reading
	Chapter 14: Linking Your Life to Your Financial DNA and Keeping on the Path
		Knowledge Is the First Step to Change: Understanding Your Financial DNA
		Making Committed Wealth Creation Decisions by Setting Your Direction
		Managing Expectations, Managing Reality
		What Are Your Needs and Wants?: Aligning You to Them
		Setting Goals: Planning to Get Where You Want to Go
		The Quality Life Financial-Planning Process: Where Is It Going?
		Documentation: Completing the Financial DNA Quality Life Financial Plan Workbook
		Living a Balanced Life: Your Own Definition of a Quality Life
		Accountability to Stay on the Path: Your Sounding Board
		Recommended Reading
		Connecting to Key People: You Need a Team
	Appendix A: Chris Coddington’s Financial Behavior Analysis
	Appendix B: Financial DNA Disclaimer
	Appendix C: Financial DNA Privacy Statement
	Appendix D: About Financial DNA Resources
	Appendix E: Contact Information for Financial DNA Resources
	About the Author
Document Text Contents
Page 1

Financial DNA®
Discovering Your Unique Financial

Personality for a Quality Life

Hugh Massie

John Wiley & Sons, Inc.

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includes predispositions and attitudes toward risk. This
creates more committed and, ultimately, more successful
investment decisions.

Emotions Crushing Rationality:
The Amygdala Hijack

“Money is a terrible master, but an excellent servant.”
—Phineas Taylor Barnum

When a decision we have made is outside our risk profile
or a recommendation is communicated to us outside the
zone of how we are wired, the emotional center of our
brain—the amygdala—sends off a negative signal, trigger-
ing an irrational (knee-jerk) reaction. We call this an amyg-
dala hijack. Money and relationships are the biggest
pressure cookers in most of our lives. They are the areas
that are most likely to cause an amygdala hijack. The con-
sequence is usually a sudden shift to a poorly-thought-out
but less scary decision. While we may be more comfort-
able with the decision, the outcome is not likely to be
improved, but the amygdala hijacking doesn’t end there.

When we make a poor decision, future decisions can
be dictated by fear and loss of clarity. Blind spots—those
nebulous areas between who we are and who we say we
are—can begin to dictate decisions. The goal should be to
get the best information upfront, so blind spots are
replaced by useful information, trust, and understanding.
It all starts with trust in self and then advisors to get the
information needed. That trust only comes with under-
standing oneself and being understood by advisors.


Financial DNA

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Through an understanding of Financial DNA, you can
reroute your decisions to be consistent with the ingrained
pathways that have been formed in your amygdala. The
amygdala is triggered by any sense of danger, including
misunderstandings stemming from how a message has
been communicated or the content of that message. When
the amygdala reacts, negative emotions overwhelm the
prefrontal lobe of the brain and the result is often irra-
tional behavior. When there is understanding, the pre-
frontal lobe of the brain reacts and positive emotions flood
in. The result from that flood of emotions is usually ratio-
nal behavior. Synchronizing emotions and rationality is
key to successfully building a financial plan to which one
can stay committed.

It’s All about the Setting:
Change the Perception of Risk

Something that has always amazed me is the way the same
transaction with exactly the same risks can be perceived
differently by different investors. Some agree to buy; oth-
ers say no; others just don’t trust what has been communi-
cated. In a rational world, wouldn’t everybody perceive
the risk of the transaction to be the same if the same infor-
mation were presented in the same way? I think they
would. Of course, this is a separate issue to whether in fact
the risk profile of the transaction is matched to each per-
son’s risk profile.

I want to reiterate that this is not about IQ. What it
really comes down to is the simple fact that people have
different hard-wired learning styles.We have seen with the

Connecting Your Financial Propensities


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Unique gift:
identifying, 13, 29–30, 165, 169
using, 10

University of Georgia, 51

Values. See also Financial DNA

Values Appraisal
business focus on, 26
clarifying, 152
commitment to, 10
of family unit, 188
financial personality and, 36
identifying, 55, 170
importance of, 153–154
of sounding board, 232
statement of, 166

discovering, 13
of family unit, 188
role of, 163, 222, 224

Vision statement, 165–166, 169

Weaknesses, identifying, 164
Wealth creation:

decision making in, 2, 221–222
Financial DNA in, 221

goal setting in, 220
life purpose and, 54

Wealth creation review, 58–59,

Wealth in Families (Collier), 204
Wealth mentor. See also

Coddington, Chris
compassion/detachment of, 78
Financial Directions Appraisal

and, 52
function of, 28, 56, 221, 222
path profiles and, 58
role of, 9, 25–26, 48–49

Wells University, 83
What Clients Love: A Field Guide

to Growing Your Business
(Beckwith), 96–97

Williams, Pam, 89, 90
Women, as financial decision

makers, 91, 178
Women, Meaning, & Money

programs, 173
Woodcock, Bruce, 87–88, 214
Woods, Tiger, 72

communication in, 207
time spent at, 206

Workshops on Financial DNA, 93


Financial DNA

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Hugh Massie BComm (UNSW), ACA

Hugh is an international wealth mentor who practices the phi-
losophy that the greatest source of personal wealth creation and
having a quality life is understanding and developing one’s own
human capital.

In his work as a wealth mentor, Hugh specializes in human
behavioral discovery to liberate and empower people, families,
and organizations internationally to implement committed
wealth creation decisions aligned to the core of who they are.
He educates and guides people to understand and develop their
human capital through a greater awareness of their talents and

Hugh is also an international speaker and trainer on behav-
ior and wealth creation, having presented at leading industry
events around the world.

Hugh is the president of Financial DNA Resources and the
Coddington Group, which he founded in 1996 in Sydney,
Australia, and he is also a nonexecutive director of RightPath
Resources. Prior to this, Hugh worked with Arthur Andersen for
10 years in the Sydney, Singapore, and Bangkok offices.

Hugh’s Financial DNA® Path Profile is Strategic Thinker, a
profile that has a strong focus on achieving goals with precision
and quality. Hugh is a testament that a person who started out
as a highly rational accountant can successfully adopt a behav-
ioral approach to wealth creation, business, and everyday life.

Hugh’s personal interests are golf, tennis, skiing, bridge,
and travel.

About the Author

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