Client Discovery with Mind Maps

In this session, Russ Thornton, a financial advisor based in Atlanta, shares how he uses mind mapping in client discovery to create deeper, more meaningful conversations. By capturing client responses visually and in real time, Russ builds trust, uncovers values and goals, and establishes a foundation for long-term advisory relationships. While his examples focus on financial planning, the approach is adaptable to any professional service requiring relationship-based discovery. Key Topics & Timestamps: [00:04:42] Introduction to Russ & Background – Overview of his advisory practice, specialisation in women’s wealth, and personal background. [00:07:08] Why Mind Mapping in Client Discovery – Inspiration from a consultant experience that made clients feel heard and understood. [00:11:41] Tools & Technology – Preference for MindMeister, but emphasis on process over specific software. [00:13:27] The Discovery Template – Explanation of seven core categories used with all new clients. [00:18:12] Starting with Values – Guided questions to uncover why money matters, adapted from Bill Bachrach and George Kinder’s methods. [00:26:04] Exploring Relationships – Understanding personal connections, family health, and life expectancy context. [00:30:59] Defining Goals (Ideal vs Acceptable) – Structuring goals with flexible versions to allow realistic planning. [00:34:59] Capturing Financial Details – Recording assets, liabilities, income, and lifestyle considerations. [00:35:55] Identifying Other Advisors – Using this as an opportunity to strengthen networks and referrals. [00:38:12] Establishing the Client’s Preferred Process – Tailoring communication and meeting frequency to client preferences. [00:44:51] Client Engagement & Transparency – How live mapping increases openness and information sharing. [00:57:23] Future Development: One-Page Financial Plan – Exploring ways to summarise client data visually for ongoing management. Featuring: MindMeister