Dr. Daniel Crosby’s work on applied behavioral finance takes the Gold Medal in the Personal Finance/Investing category.

ATLANTA – Axiom has announced the winners and finalists of THE 2017 BUSINESS BOOK AWARDS on February 15, 2017. Winners were announced in each of 22 business categories with The Laws of Wealth: Psychology and the Secret to Investing Success (Harriman House) taking the Gold Medal in the Personal Finance/Investing category. Awards were presented for titles published between April 2015 and December 2016.

Written by New York Times bestselling author Dr. Daniel Crosby, the prize-winning book aims to be the most practical treatise on behavioral finance written to date. The book is comprised of two parts, the first dealing with the application of psychological principles to financial planning and the second setting forth a practical system for improving asset management by incorporating the latest thinking in behavioral science.

Crosby, a doctor of psychology and President of Nocturne Capital, had the following to say: “For far too long the lessons of behavioral finance have been trapped in the ivory tower of academia and have had limited impact on investors. The Laws of Wealth was written to provide practical tools for managing self and wealth en route to an enjoyable and profitable investment journey. This high honor is a welcome recognition that we are on the right path.” In addition to the critical accolade bestowed by Axiom, The Laws of Wealth has enjoyed a popular commercial reception with brisk sales and a 4.8 average rating on

Founded in 1996, the Axiom Business Books Award was created to “bring increased recognition to business books and their creators”, who may otherwise be overlooked in a publishing landscape that tends to focus on creative writing. Winners traversed the publishing landscape: Simon and Schuster, Pearson, HarperOne, Portfolio/Penguin, Harvard Business Press, MIT Press, Harriman House, Wiley, McGraw Hill, Penguin Random House, and many more contributed to this year’s strong competition. is behavioral asset management firm serving the needs of individuals and institutions committed to the research-based investment principles set forth in The Laws of Wealth.

Dr. Daniel Crosby is the President of Nocturne Capital and an executive at the Brinker Capital Center for Outcomes, a financial advisor education initiative that helps advisors understand the powerful impact behavioral science can have on their practices. Crosby was previously named to Investment News’ prestigious “40 Under 40” list and is the co-author (with Charles Widger of Brinker Capital) of the New York Times bestselling, Personal Benchmark.

A complete list of the winners and finalists of The 2017 Best Business Book Awards are available online at

The Behavioral Benefits of ESG and Socially Responsible Investing

I am a son of the American South and a student of her often troubled history. A native Alabaman, I now live in Atlanta and only recently became aware ofan instance where Coca-Cola used corporate power to do social good in the Civil Rights Era. In 1964, Dr. Martin Luther King Jr. had just been awarded the Nobel Peace Prize and the city of Atlanta was preparing a formal dinner befitting of this great honor. Invitations went out to the city’s elites but almost no one responded. Worried, Atlanta Mayor Ivan Allen expressed his concerns to Robert Woodruff, the former president of the soft drink giant and still one of the most powerful people in town. Woodruff acted swiftly and the Coca-Cola company sent the following message to the movers and shakers of Atlanta:

“It is embarrassing for Coca-Cola to be located in a city that refuses to honor its Nobel Prize winner. We are an international business. The Coca-Cola Co. does not need Atlanta. You all need to decide whether Atlanta needs the Coca-Cola Co.”

Tickets to the dinner sold out within two hours.

This, as we commonly understand it, is the benefit of values-based investing; we invest in companies that operate in accordance with our values and it makes the world a better place. This value is well understood and undeniable, but it masks a less-recognized truism: I believe that values-based investing can actually help us make better investment decisions.

The Problem

While most investors assume that externalities like Fed moves, market volatility and (sigh) the Presidential election are the best predictors of whether or not they will reach their financial goals, the research is unequivocal you (yes, YOU) control what matters most – your behavior. Decisions like dollar cost averaging, staying the course and managing fees are far better predictors of crossing the financial finish line than the aforementioned externalities, but the unsexy nature of this truth means that it is widely ignored.
As Gary Antonacci notes:

“Over the past 30 years ending in 2013, the S&P 500 had an annual total return of 11.1%, while the average stock mutual fund investor earned only 3.69%. Around 1.4% of this underperformance was due to mutual fund expenses. Investors making poor timing decisions accounted for much of the remaining 6% of annual underperformance.”

This “behavior gap” is so meaningful that many investors are taking risk only to fail to keep up with inflation! This realization has spawned numerous books (The Laws of Wealth by Dr. Daniel Crosby is available at fine booksellers everywhere!), countless conference speeches and has resulted in two Nobel prizes to date. But for all of the attention that bad investor behavior gets, it remains fairly recalcitrant to intervention. Educators teach, advisors cajole but following fearful and greedy impulses is a hard habit to break. After all, obesity has risen dramatically since nutrition labels became commonplace in the 1990s. Even when we know we’re not acting in our best interest, being irrational can be so delicious.

The Power of Personalization

Education has tended to fall short of producing the desired behavioral results partially because it occurs on the periphery. With the exception of the much more effective, “just in time” behavioral coaching, education occurs in a cool, rational moment that has little power over a fearful mind in the throes of market volatility. Perhaps that is why there is some evidence that embedded solutions have greater potential influence. Specifically, when a portfolio is comprised of holdings that the investor finds more personally meaningful, it seems possible that this would have the impact of positively shaping behavior.

George Loewenstein had this to say about labeling investment “buckets” according to the actual life purpose they are meant to meet:

The process of mentally bucketing money in multiple accounts is often combined with earmarking the accounts for specific goals. While it seems like an inconsequential process, earmarking can have a dramatic effect on retirement saving. Cheema and Soman (2009) found that earmarking savings in an envelope labeled with a picture of a couple’s children nearly doubled the savings rate of very low income parents.”

As the buckets of money became less abstract and more personally meaningful, behavior is changed and improved.

Consider too the experience of SEI Investments, who had clients in both goal-based (which is to say, benchmarked to their personal goals and return needs rather than something like the S&P 500) and traditional strategies at the time of the 2008 financial crisis. They found the following distinctions among the two crowds:

Of those in a single, traditional investment portfolio:

·  50% chose to fully liquidate their portfolios or at least their equity portfolios, including many high net worth clients who had no immediate need for cash.

·  10% made significant changes in their equity allocation, reducing it by 25% or more.

Of those clients in a personally meaningful goals-based investment strategy:

·  75% made no changes.

·  20% decided to increase the size of their immediate needs pool but left their longer-term assets fully invested.

SEI’s key finding? “Goals-based investors are less likely to panic and make ill-informed changes to their portfolios.” It is intuitive philosophically that a personalized approach would reduce panic, but seeing such dramatic results play out empirically is satisfying indeed.

A Potential Solution?

The evidence seems to suggest that as our investment lives take on a more personalized touch, our behavior changes accordingly. Framing saving as a future benefit to a beloved child rather than a current loss of opportunity is a powerful incentive to save. Benchmarking to the returns we need to do (YOUR DREAMS HERE) keeps us in our seat when those benchmarked to the broad market are losing their cool.

Similarly, I believe that investing in ways that correspond with our values will make investment management more real, more personal and possibly incent us to do the hard work of remaining patient and committed. It is my supposition that a devoted Catholic would be far less likely to sell an Ave Maria fund than a more generic alternative when volatility strikes. Similarly, an accomplished female executive may feel a personal attachment to a “Women’s Leadership Fund” than a fund that met a comparable risk/return objective. In both cases, one is an abstraction while the other is a concrete representation of deeply held values.

The relationship between values-based investing and behavior will of course be complicated and may even have some negative consequences. After all, emotion can obscure rational thought just as surely as it can compel positive behavior. But I for one remain hopeful that as we improve our awareness of how our investment impact the world around us that our behavior will improve in kind.


Dr. Daniel Crosby is the President of Nocturne Capital and the New York Times bestselling author of The Laws of Wealth.






Two Free Chapters of The Laws of Wealth

My publisher, Harriman House, has graciously agreed to let me distribute the Preface and a sample chapter of The Laws of Wealth to allow you to "try before you buy." The sales and the critical response to the book have exceeded all of my expectations and I'm grateful for this opportunity to continue to spread the word. Please enjoy your free chapters, help spread the word and consider purchasing the book here. Thank you! - DC

14 Great Behavioral Finance Quotes

“Las Vegas is busy every day, so we know that not everyone is rational.” – Charles Ellis

“The stock market is filled with individuals who know the price of everything, but the value of nothing.” – Phillip Fisher

“Personal finance…is more personal than it is finance.” – Tim Maurer

“The four most dangerous words in investing are: ‘this time it’s different.’” – Sir John Templeton

“Wall Street has a few prudent principles; the trouble is that they are always forgotten when they are most needed.” – Benjamin Graham

“Nothing in life is quite as important as you think it is while you’re thinking about it.” – Daniel Kahneman

“While enthusiasm may be necessary for great accomplishments elsewhere, on Wall Street it almost invariably leads to disaster” – Benjamin Graham

“In investing, what is comfortable is rarely profitable.” – Robert Arnott

“Investing isn’t about beating others at their game. It’s about controlling yourself at your own game.” –Jason Zweig

“Overconfidence is a very serious problem. If you don’t think it affects you, that’s probably because you’re overconfident.” – Carl Richards

“Most people get interested in stocks when everyone else is. The time to get interested is when no one else is. You can’t buy what is popular and do well.” – Warren Buffett

“The investor’s chief problem – and even his worst enemy – is likely to be himself.” - Benjamin Graham

“By the time any view becomes a majority view, it is no longer the best view: somebody will already have advanced beyond the point which the majority have reached.” – Friedrich Hayek

“Be fearful when others are greedy and greedy when others are fearful.” Warren Buffett