Executive Summary: Advisors should consider incorporating values and purpose work into their interactions with prospects and clients. While wealth maximization is an important dimension of financial decision-making, even the most lucrative outcomes can be misaligned with what truly brings happiness to each client. Although not every decision should be made solely through a values-driven lens, it seems that for most major decisions, rationalizing potential outcomes based on purpose and values is far more beneficial to the advisor and the client. It deepens the relationship, increases retention, and generates more ideas during advice interactions.