One of my business clients recently celebrated the birth of his baby boy. He wanted me to finance a new SUV for his wife to drive that was dependable and had plenty of safety features for driving with the new baby. As we discussed the particulars of the loan (rate, terms, if there was a trade-in, etc.), he also started asking questions about how this loan might benefit his business. This is what he said that let me know there was more. We discussed how his business might benefit if the vehicle was financed in the business name--tax benefits and so forth. He decided to finance the vehicle in the name of his business.  His son can travel in safety when traveling and his business can benefit from the tax advantages of financing the vehicle in the business name.

The surface goal was Jim and Cheryl’s Medicare Advantage plan was going away January 1st and they wanted a new Medicare advantage plan. After a little fact finding, I found out Jim was diagnosed with prostate cancer at the end of November and wouldn’t start care for 3 weeks. Sheryl was concerned about the unknown cost and the potential of over $9000 out-of-pocket cost for the new year. This changed my thought process. Since their plan was going away, this allowed Jim a Guaranteed Issue to enroll into a Medicare Supplement plan. His overall premium for 2026 would be $2870 for a Plan F and ouf pocket medical cost $0.This reduced the overall out of pocket risk for the year. Sheryl is also extremely healthy so I recommended a $184.70 Part B Give Back plan. The insurance company will pay back Social Security $184.70/month for her Part B premium thereby increasing her income.  So far this year Jim is positively responding to treatments and they both are glad that they will not be going into debt and have the coverage that works for each of them. 

One of my clients wanted to sell their house without getting it in top shape or showing the home on the market. He had an offer from one of the "easy sale companies".

What he really wanted was to maximize the sale of his home so he could afford a one level home for him and his wife so they could live comfortably without stairs.

Luckily he called me and asked if he was leaving money on the table. I viewed the home and called investors that would beat the current offer and used that offer as a starting point. He did not want to show the house because his wife was ill and leaving the house for each showing was not in the plans. He then told me they were leaving for a weekend trip and he allowed me to show it that weekend only. We listed the home and sold it for $30k more than the investor offer. A young couple saw the potential even though it was not in pristine condition but had good bones. They bought it and my clients moved on with extra money in their pocket. 

Working with a new client that was referred to  me needing HELP with understanding how Medicare worked and what did they need to do as they where aging in. The more we talked the more they shared with me about how great there doctors were and the number of years they had been seeing them, This told me the Doctors were very important to them. More feedback open my eyes to there need to have Dental/Vision care as well. It had been years since they had gone to either? Because of the new revelation i had to change from one option to another to meet there total needs.Listening is the key to interpreting the needs of my clients.

Client: Jennifer, COO of a commercial contractor

The surface goal:

Jennifer said she needed faster decisions so projects would stop stalling.

What she said that told me there was more:

In the middle of the conversation, she said, “I leave the office at six, but I’m still answering approvals at nine.” Then she paused and added, “I don’t think my team will move unless I bless everything.”

That’s when I knew this wasn’t about speed. It was about control and trust.

What changed in my understanding:

At first, I thought we were solving a process issue. When her real purpose became clear, I understood she wanted freedom from being the final checkpoint on every decision. She didn’t want faster approvals. She wanted to stop being the bottleneck and still feel confident nothing would fall apart.

That clarity shifted the work from workflow tweaks to authority design.

Her real goal was an evening all to herself.

When I initially spoke to the client, they first told me that their finances felt like chaos, and they wanted to get control.

After a few sessions together and working through their Why of wanting to change their money habits, they were living with a lot of shame and guilt about being in the situation they were in, and they didn't want their kids to feel insecure in their situation.

I could tell there was something they were not sharing, what we talked about, but once this was brought out, we were able to talk through all this and help them navigate conversations with the whole family to reassure them that they were making changes for the better, and it would be okay.

Just happened yesterday. Customer called me and said they had another window company putting new windows in this week and wanted a second opinion. They told them to stop becuase nothing was going as they stated it would. They didn't tell him what kind or brand of windows he was getting. The most expensive windows available, but forgot to order the interior finished so now he has to do it or hire a painter. Told him they wouldn't touch the interior trim. Removed it all and put it in a pile. Stained trim at that. Siding crew already put new trim around all the windows on the exterior. They are removing the new trim to install the windows and putting it back on. Thats more nail holes and caulking on brand new trim. I simply asked what he was wanting in the end. New windows that are energy efficient and almond inside and out that are completely finished when done. I told him that was pretty easy to accomplish but not the way they were doing it and paying way to much. Going out next week to take a look and see. 

A business owner requested an insurance quote.  She told me how frustrated she was with her current agent not getting back to her.  She is a very hands on business owner but was confused about what coverages and policies she has.  It made me aware of what I need to discuss with her and how to educate her.  This will give me value beyond the premium.

  A very active woman came to my office complaing of strong shoulder pain which greatly impacted her sleep. She streesed the level of pain with most movements, and how being irritated each morning after a poor nights rest left her struggling to focus.  Pain. Sleep. Focus.  We talked about her real estate work and, while driving could be very uncomfortable, she revealed that a dog rescue business she volunteered for was suffering because of her absence for the past month. She said the rescue work, now that she was an empty-nester, was her off hours outlet to contribute and feel her value to the community.  It sounded like the volunteering was at least as important as her job.  I saw that her full strength recovery - not just a quick partial fix - was her real need and passion.

A client once called and said,
“I just need my driveway pressure washed.”

That was the surface goal.

But as we talked, they mentioned they received an HOA warning and they were preparing to sell their home.

That’s when I realized  this wasn’t about concrete.

It was about protecting their investment.
It was about avoiding fines.
It was about making a strong first impression.

Their Commander’s Intent was:
“Help me protect the value of my home.”

So I didn’t just wash the driveway. I evaluated the entire exterior and recommended what would truly increase their curb appeal.

They referred me to two neighbors that same week.

So when you hear someone talking about HOA letters, mold, mildew, dirty driveways, or getting ready to sell that my refferal .

I has a client that contacted me because they wanted to pull Cashout becuase they stated that they wanted to do Home Improvement. 

1. On the surface they wanted Cashout. 

2. After speaking with them the Mrs. stated that her Brother in Law was making payments on a car that was in their name. He had falling behind, and they were concern about their Credit.

3. I spoke with the Mrs. and express there was an opportunity to pay off the car as well as other debts. She indicated that she wanted to move forward. 

I strongly beleive when we listen to our clients we'll hear what the client is truly looking for. 

To have guaranteed income for both spouses that would replace what they are losing from their jobs

They had concerns about future health care and long term care

I was able to provide them with a joint guaranteed income that will be available to them both as long as one of them has breath in their body and I ensured that there was an income doubling option that can be turned on if either of them need home health care

Daniel was a careful man. He came with the right vocabulary, like fiduciary, CFP®, and retirement guardrails, the kind of words that signal you've done your homework, that you're not here to be taken advantage of.

But then he said it. Quiet, almost amused. That he was surprised Angie had made it to noon without quitting due to the stress.

I've learned to listen for the sentences people say like they don't mean them. Those are usually the truest ones.

What Daniel and Angie wanted had nothing to do with maximizing their returns. They wanted to know if the life they'd built was strong enough to hold them. If they could finally set down the weight of work without losing the ground beneath their feet. The farm. The actual, literal farm their families have spent generations not mortgaging.

That's what was at stake. That's what it was always about.

Trigger

• The surface goal—Tracy wanted relief from neck pain while playing cello
• On more than one occasion, she mentioned her frustration with her “absentee husband” and how it was affecting their two girls in multiple ways. I explained that while I support the institution of marriage, she seemed isolated and the girls were getting themselves into promiscuous situations with alcohol and weed.  It seemed she and her husband were more like roommates, and I told her this as I agreed with what she told me. I owed her honesty, confidentiality, and advocacy for any action she was going to take. She was in an untennable, unhealthy family dynamic.  She and her daughters are in a much better place now—away from a neglectful father.
• What became vivid to me is that I’m not just a doctor, but a confidant—part of what is known as the deontological or duty-based role of a fiduciary caregiver. While I’m not a therapist, I do provide insights from a nonjudgemental perspective for my client’s greatest good. I also observe for signs of over-dependance and projection patients may exhibit to avoid getting in the crosshairs of potentially volatile situations and relationships

Dr. David Renner

404.567.6102

Recently I met with Melissa in Milton.

She told me, “I just need more space. My closet is overflowing.”  That was the surface goal — more shelves, more shoe storage.

But as we talked, she said something that changed everything. She said, “I get stressed every morning trying to find things… I don’t even enjoy getting dressed anymore. My husband has his perfectly organized golf space. I just want one space that feels like mine.”

That’s when it became clear.

She wasn’t trying to store more shoes.
She wanted to start her day feeling calm, confident, and valued.

So, we didn’t just design shelves.
We created a boutique-style space that felt peaceful and intentional.

She worked with me so that she could walk into her closet each morning and feel put together before she ever walked out the door.

My client called to say she would like to live in a one level house, she doesn't want to do stairs anymore. She loves her current neighborhood but wants to move somewhere less congested.  

She told me her daughter has recently moved into an old 1920's home in Cartersville and really enjoys it and likes the ability to walk to the downtown area. I asked would she consider moving up there and she said oh! yes, but she doesn't want to live in an old house.  She wants an updated 5 bed ranch. This when I realized what she really wants is an updated one level house closer to her daughter. 

Ashley called me a few weeks before her renewal was set to be effective. She wanted me to shop her insurance policies around with the other carriers we work with. At the time, she was with another agency with a big named insurance company. I got to work on putting her information and shopping it around. After a day or so, I was able to get her a few quotes and gave her a call about them. I started off with the cheapest quote and that is when Ashley started asking about the coverage details such as actual cash value vs replacement cost. That instantly made me realize that what Ashley was looking for was not the cheapest premium, but for the best coverage to protect her family and assets. My understanding of her wants changed when I realized that it was not about saving money on insurance premiums. In the end, I was able to get her replacement cost protection on her home and everything inside of it along with higher liability limits on her vehicles. I included a $1,000,000 umbrella to give her that extra layer of protection with a multi policy discount.

An Executive Director called after a water loss. On the surface, she needed water removed and equipment set.

As we walked the hallway, she said quietly, “I just cannot have families thinking we are out of control.”

That told me it was not just about water covering the floors.

Her real priority was routine, dignity, family confidence, compliance. Stability mattered more than drywall.

So I adjusted. I created clear work areas to reduce disruption. I placed equipment with residents in mind. I provided updates she could share. I made sure my documentation supported her compliance needs.

When her Commander’s Intent became clear, I stopped focusing on water and started protecting confidence inside the building.

. The Surface Goal

The customer called asking for an "immediate quote on a 50-gallon tank water heater replacement." They were focused entirely on the model, the warranty length, and how quickly I could get a technician there to swap the units.

2. The "Tell" 

While discussing scheduling, I mentioned a minor delay because of a parts delivery. They didn't just get annoyed; they sounded panicked. They said:

"I don't care if it's the premium model or the basic one anymore. My daughter’s wedding rehearsal dinner is at our house in 48 hours, and I have fourteen out-of-town relatives arriving tonight. I can't have them all showering with buckets of boiled water."

3. The Refined Understanding

Once the Commander’s Intent became vivid, the "mission" changed from installing a specific appliance to ensuring 14 people could bathe simultaneously by sunset.

The Original Understanding: The customer wants the best ROI on a new appliance.

The Vivid Intent: The customer needs to avoid a social catastrophe and host their family with dignity.

What changed?

I stopped trying to sell the "perfect" long-term unit and shifted to a "Total Hot Water Recovery" plan. I prioritized the tech who lived closest to the warehouse rather than the one with the most experience in tankless conversions. We skipped the lengthy diagnostic upsells and focused on a "minimum viable solution" that could be installed and heating by 5:00 PM.

By understanding that hospitality mattered more than hardware, I was able to deliver the one thing they actually needed: peace of mind for the wedding weekend.

The surface goal with my customer was to simply get a new kitchen floor put in. The one they had was worn out and even ripped in places. They said they just wanted a new, fresh look.  I knew there was more when they started talking about the wife's walker making places on the new floor.  Was the new floor going to be the same?  My whole perception of this job changed after hearing these comments about the walker.  I knew this floor was more than just a refresh.  It needed to be a floor that was going to last and stand up to the walker.  It needed to make them feel happy and safe at the same time. 

Karen had a tree fall on her house, and she had birds literally flying into her home. On the surface, she just needed her home and roof repaired. 

The second I spoke to her, I could hear the panic in her voice. It wasn't just about the birds; it was about the fact that she had just been widowed. Her husband had always handled the house, the maintenance, and the "emergencies." Suddenly, she was facing a literal hole in her roof alone, and she was completely overwhelmed. She didn't just need a roofer; she needed someone she could trust to take the weight off her shoulders. 

My goal shifted from "fixing a roof" to "giving her one less thing to worry about." I realized that for Karen, the birds and the tree were just symbols of how exposed she felt. The real "mission" wasn't the shingles: it was showing up, handling the chaos for her, and proving she wasn't alone in taking care of her home. We didn't just patch a hole; we gave her back her peace of mind and safety. 

I recently worked with a client who originally asked for an estimate to replace the flooring on her first floor. On the surface, she just wanted everything to match.

But as we talked, she kept saying things like, “I just want it to feel finished,” and “I’m tired of it looking pieced together.” That’s when I realized this wasn’t just about changing floors. It was about how her home felt to her.

When her intent became clear, I understood she didn’t just want new flooring. She wanted to walk into her home and feel like everything finally flowed. Once I saw that, the conversation shifted from pricing materials to creating continuity. That’s when luxury vinyl plank became the right solution.