“You can only test so far. ... put them in an environment where somebody is complaining and see how they react in the first five seconds. That's the ultimate test.”

“You have to test it… run it several times through different scenarios… it won’t get it right five out of six.”

“The poach test. Write down the five people a funded competitor would call first. That's number one. Next to each name is task two, right? The last time someone told them where their career is going in your firm. Number three. Write down which five clients would follow each of them out the door.”

“I call this the stranger test where after one or two sets, I’ll hand them my phone. I’ll be like, do you mind watching the first 10 seconds of a video I just made?”

“We not only stress test to show families how their retirement plan holds up in a variety of scenarios... when people see that their plan still works when bad things happen, that's when fear starts to fade.”