Understanding how people think about money, goals, and decisions is at the center of Dr. Charles Chaffin’s work. Each book builds upon the foundation of helping individuals, advisors, and organizations better understand behavior, clarify goals, and drive meaningful outcomes.
The Goal Standard (2025)
Rethinking Goals. Redefining Success.
Most people set goals incorrectly. Others pursue goals that were never truly their own. And many believe reaching a goal is the end, when in reality, it’s often just the beginning.
The Goal Standard challenges traditional thinking around goal-setting and introduces a new framework for defining, pursuing, and completing meaningful goals.
This book explores:
• Why many goals fail before they even begin
• How identity shapes the goals we pursue
• The psychological barriers that prevent goal completion
• When to persist and when to quit a goal
• Why reaching a goal often creates the beginning of the next one
Whether you are an individual pursuing personal goals, a financial advisor helping clients define their future, or an organization focused on performance and engagement, The Goal Standard provides a new way to think about achievement.
Who This Book Is For
• Individuals seeking clarity around meaningful goals
• Financial advisors helping clients define life goals
• Organizations focused on performance and engagement
• Leaders looking to align teams around purpose and outcomes
The Psychology of Financial Planning (2nd edition- 2026)
Understanding the Human Side of Financial Decisions
Financial planning is not just about numbers. It is about behavior, emotions, and decision-making.
The Psychology of Financial Planning explores how clients think about money, risk, and the future and how advisors can better engage clients through behavioral insights.
This book examines:
• Behavioral biases affecting financial decisions
• Risk perception and comfort with uncertainty
• Client communication and engagement
• Emotional drivers behind financial choices
• Building stronger advisor-client relationships
Designed for financial professionals, this book helps advisors move beyond technical planning and into meaningful client conversations.
Who This Book Is For
• Financial advisors
• Wealth managers
• Financial planners
• Advisory firms focused on client engagement
Numb (2021)
Why We Struggle in the Information Age and What to Do About It
In a world of constant information, people are overwhelmed. From cable news to dating sites to social media, we face too many decisions, too much information, and increasing uncertainty lead that leads to cognitive overload and decision fatigue, leaving people feeling stuck and unable to act.
Numb explores the psychological impact of information overload and how it affects decision-making, motivation, and goal achievement.
This book explores:
• Decision fatigue, cognitive overload, and confirmation bias
• Why people avoid important decisions
• The emotional impact of uncertainty
• How choice overload affects financial behavior
• Strategies for managing social media and cable news without it managing you
Numb provides a framework for understanding why people freeze—and how to help them move forward.
Who This Book Is For
• Individuals feeling overwhelmed by decisions
• Leaders navigating complex environments
• Organizations seeking better decision-making
A Connected Framework
While each book stands on its own, together they create a broader framework:
Numb — Understanding cognitive overload and decision paralysis
The Psychology of Financial Planning — Understanding financial behavior
The Goal Standard — Defining and achieving meaningful goals
This progression reflects the journey many individuals and organizations experience:
First, people feel overwhelmed.
Then, they seek understanding.
Finally, they define and pursue meaningful goals.
Speaking, Training, and Advisor Programs
Dr. Charles Chaffin’s books serve as the foundation for speaking engagements, advisor training programs, and organizational consulting.
These programs include:
• Advisor training and development
• Goals-based planning frameworks
• Client engagement strategies
• Behavioral finance and psychology programs
• Organizational performance and goal alignment
To learn more about speaking, training, or bringing these concepts to your organization, contact Dr. Charles Chaffin.
Dr. Charles Chaffin 