Which “CEO” Are You?

March 10, 2026

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There are two CEOs in most affluent families. There is the chief executive officer, and the chief emotional officer.

The chief executive officer understands the assets and financial make-up of the wealth; the chief emotional officer is in touch with the relational influences of wealth on the family.

They need each other for their different perspectives, but too often the chief emotional officer isn’t part of the planning process.

The chief emotional officer has a pulse on how much money is being spent on lifestyle, a pulse on the family dynamics and a vision for generosity.

When the chief emotional officer is left out of the financial decision-making there tends to be a lack of communication leaving family members to speculate from their own grid of experience and personal biases—and speculation is dangerous.

Lifestyle shortfalls, family conflict, inheritance catastrophes can be avoided by involving the chief emotional officer in the planning process and opening up the lines of communication between the both CEOs.

To super-charge the effectiveness of planning use a third-party specialist who can artfully navigate conversations with the two CEOs about lifestyle, family, and giving.

When both CEOs are part of the retirement and wealth planning process the outcome is greater peace, confidence, and real understanding.

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“When you’re building a business or joining a company, you have to be transparent; you can’t have two sets of information for two sets of people.”

― Howard Schultz

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