You’d better listen and listen good.

As seen in The Oakland Press

May 3rd, 2026

You’d better listen and

listen good.

by Ken Morris

Long time readers know of my passion for American history. Last month, I traveled to Hawaii and visited the hallowed grounds of Pearl Harbor. Sadly, you can’t change history. You can’t spin it into something that wasn’t, but I believe Pearl Harbor might have been prevented with better communications.

The primitive American radar did detect the attacking planes. And the monitors reported it to their commanding officers. But they were told it was “probably” the American planes coming in from California, so ignore it.

I call that listening but not hearing. Or maybe just hearing what you want to hear. Prior to the attack, one of our Naval vessels captured a mini-sub. That information was reported but never passed on to others on watch. Our failure to properly interpret and communicate that information up the line led to the loss of many lives.

It’s different today. Today, newsworthy events can be beamed around the globe instantaneously. Unfortunately, opinions often accompany the facts. And sometimes, an overabundance of unfiltered, unconfirmed information can obfuscate the reality.

In everyday life there was probably a time when we misspoke and wanted to take back our words. Or maybe there was something we did that we wish we could undo. While we can’t change what’s been done, we can learn from it.

Today my dad would have been 97. Life taught him about hard work, and the Coast Guard taught him discipline. His up-to-date mobile phone required flipping. His photos were in an album having been developed at the local drugstore. Kodak moments.

I learned plenty from my dad, especially how to listen and interact with people. I think he would have abhorred today’s world, where people don’t listen much but are quick to give you their opinion on how and why something happened and who was to blame.

I bring all this up in a financial column because it’s important that financial advisors know the history of the financial markets, both the good and bad. Being an advisor requires sorting through a multitude of news and information, then communicating it accurately to their clients. Even more important, advisors need to listen to their clients. And I don’t mean just hearing what they say and offering a quick response.

I mean really listening, the way my father taught me. He not only knew how to listen better than anyone I’ve ever met, but he also knew how best to respond.

Advisors need to know a client’s goals and objectives. A lot of people can’t easily articulate their goals. That’s why an advisor should be able to listen and help unlock a client’s inner thoughts and ultimate goals. Then help them get there. It could be as simple as a comfortable retirement. Or perhaps offering financial support to family members or a favorite charity or organization.

Knowing a client’s background and life experiences is valuable in helping develop a financial plan. You don’t tell them how they should feel. Rather, you listen and learn how they do feel.

You listen very attentively, analyze the information, then articulate it clearly to your client. That’s how an effective financial plan is developed. Oh, and in case you wondered, that headline up there wasn’t intended for you. It’s a constant reminder for me.