One of the main challenges for financial advisors when it comes to applying behavioral finance is as simple as this: it's a lot easier to construct a financial plan than to deconstruct your client's emotions. Graeme Newell has been helping financial advisors better understand what goes on in their client's minds by literally putting them in brain scanners for most of his career.  And he takes the insights he learns and turns them into practical advice to improve client's decisions and behavior.