tend to be very good protectors and providers for their
families. The recommended approach is to help them feel
secure about their finances. They want to know that they
can protect and provide for their family’s financial needs.
They project an image of “I’m steady” to the world. Their
big fear is losing control. The more you can do to present
an image of solid, stable, time-tested financial management,
the more they will appreciate it. Titles are important, so
display any degrees or titles prominently. The major cau-
tions are these. Don’t get too theoretical. Remember that
these are sensing types; they like things practical and
grounded. Don’t try new, untested, or risky investment strat-
egies; remember that these people tested and proven tech-
niques. Don’t appear carefree and cavalier; these types ap-
preciate a strong, serious work ethic.- Clients who are owls (NTs) have core needs that include
mastery and knowledge. They value expertise, intelligence,
ingenious concepts, and progress. They tend to be competi-
tive and will test your knowledge (unlike the lions, who will
assume that you are the expert unless you show them oth-
erwise). To owls, this is a game to see if you are competent
and smart. You must respond to this challenge by showing
that you are indeed up to the task of defending your ideas
and positions. The correct response to a challenge is to
respond in kind. The owl will respect you for your com-
petence and knowledge. Owls try to project an image of
“I’m a winner.” Money is a means to show this, usually
through status-symbol property items. Owls are not afraid
of risk, so their portfolios can be tilted toward some high-
return assets, like venture capital and technology stocks.
Their attitude toward money is to take it from others, as
a symbol of winning. Their greatest fear is to be judged
incompetent. They hate losing and feeling needy. When
you work with owls, show them your own competence
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