The Behavior GapThe Behaviour Gap

By Carl Richards, 2012

“It’s not that we’re dumb. We’re wired to avoid pain and pursue pleasure and security. It feels right to sell when everyone around us is scared and buy when everyone feels great. It may feel right—but it’s not rational.” —From The Behavior Gap

As a financial planner, Carl Richards grew frustrated watching people he cared about make the same mistakes over and over with their money. They were letting emotion get in the way of making smart financial decisions. He named this phenomenon—the distance between what we should do and what we actually do— “the behavior gap.” Using simple drawings to explain the gap, he found that once people understood it, they started doing much better. Richards’ work now attracts thousands at BehaviorGap.com and at the Bucks Blog at The New York Times.