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X-Factor: Discovery, Awareness, Then Leadership

First published on Nasdaq


I’ve been having what I call Identity Conversations with financial advisors, industry leaders and others. It has clarified for me – and for them – that the more advisors and leaders come to understand their own identity, the better they can guide others to make more effective decisions.

John Maxwell, an author and speaker on leadership, captured the essence of this: “I have to find myself before I can lead myself. I have to be self-aware before I can be situationally aware.”

He could have written that for me and the people I work with, because he sums up an exciting truth for those of us required to guide people in their decision-making, whether as financial advisors, industry leaders, parents or others: Becoming situationally aware is itself a journey.

Situational & self

“Situational awareness” involves knowing what is going on around you and with others at any given time. As a financial advisor, situational awareness relies on your ability to see, understand and analyze the life journey of your clients and the goals they want to achieve. Life is not linear; life and market events are taking place all the time, and recognition of that is essential if you are working with clients to build wealth that also achieves their objectives.

An advisor’s pre-prepared questions can’t reveal the essence of a client. Most people are presenting their best side and perhaps even what they believe is expected. Even with well-guided questions, financial advisors rarely get to know what makes clients tick at the deeper level. Add to that the fact that advisor bias (unconscious or conscious) or assumptions also come into play.

So, the starting place is not just getting the right “discovery” tool or method to uncover what you need to know about your clients. I firmly believe you can never have real success or be a significant advisor until you genuinely discover yourself. Only by discovering your own X-Factor – those talents and qualities that set you apart and make you uniquely you – can you genuinely advise, guide and help clients build wealth to achieve life goals built on an understanding of themselves.

The secret sauce of leadership

Knowing your X-Factor, which reflects your unique gifts as an advisor, is critical to understanding your identity. That understanding, and the sharing of it, is in turn critical to understanding your clients – and helping them understand themselves.

What special “secret sauce” do you have that sets you apart in the crowd from every other advisor? This is not about your “doing” in the role as an advisor but the essence of your being. The X-Factor is found by discovering where your talents (strengths) and passions combine to drive you toward doing something that is special and differentiated.

When individuals truly discover their identity, they realize the impact it has on every choice and, of particular importance to advisors and those they serve, decision-making. They become more secure in themselves, and that fosters clearer “vision” about themselves and those they serve.

Further, when advisors understand their own and that of their clients, they understand that identity is important for personal growth and business growth. And in many cases, a business’s identity and the success of the company is strongly correlated to that of the leader’s identity.

Living your identity

In this space I’ve written a lot in the past year about taking stock of life and checking in to consider the next “season” as we begin to return to normality. This time of enforced reflection has caused many, including me, to pause and rethink their life journey.

As a reformed accountant, it’s exciting to see how the Identity Journey has impacted many financial advisors. Given that 80% of human performance comes from living your identity, managing human differences, and recognizing the emotional impulses of decision-making, a number of those I interviewed shared with me how getting in touch with their own identity made them alert to situational awareness in financial planning.

Another important realization usually follows pretty quickly: To guide clients in their complex decision-making, they too needed to go back to basics to reveal their identity, discovering how this insight shapes their situation.

Discover, then share

In time we will all forget the experience of this past year. For one, never before have we had such an opportunity to check ourselves before we wreck ourselves. To reflect and reinvent. That is, to re-assess and re-launch, with an awareness that benefits us and those around us. After all, many people search – especially now – for their place in the world and how they can live or operate with more significant meaning.

So, before you step back into whatever your new normal is going be, take a moment to ask yourself:

  • What is your future reality?
  • Who do you want to become?
  • How do you want to project yourself to others?
  • Where will your most significant impact be?
  • How are you going to stand out in the crowd?
  • Do you want a dramatic change in your life?
  • Do you want a sharp uplift in your life trajectory?

If you’re unsure of your place in the world, this process of considering your X-Factor is a great (re-)starting point. There are a number of ways to go about it, but I am understandably biased about an approach that begins with a behavioral discovery, next stepping into an identity interview.

I’m always happy to help others uncover such and will of course share my own identity interview and X-Factor “reveal.” After all, that transparency and sharing is the pivot point when the power you discover in yourself begins to help and influence others.

If you are discovering other ways to find and own your X-Factor, I’d love to hear about it.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Hugh Massie

Hugh Massie

Hugh Massie - Chairman and CEO of DNA Behavior International

As an Identity Trailblazer and Behavioral Finance Insights Pioneer, Hugh Massie empowers advisers, business leaders, families and individuals to unlock their identity for accelerating dramatic change and discover how unknown behaviors which intensify through un-managed differences, money attitudes, pressure and emotions - derail performance.

Hugh helps advisers, leaders, families, and individuals adopt an “understanding people before numbers” approach to making Behaviorally SMART decisions based on their identity, thus customizing experiences for accelerating human performance.

Hugh’s real-world practical applications of behavioral insights and the mastery of the energy of money, blended with strong financial skills, gives him the unique capability to design a wide variety of universally applicable human performance apps. The tech Hugh has developed with his team benefits 1.5 million+ people annually in 125 countries & 11 languages.)