At Town Close Financial Planning, we don’t believe in business as usual. We’re a team of eight dedicated to helping people make confident, meaningful decisions about their money. So when we came across Dave Trott’s One Plus One Equals Three: A Masterclass in Creative Thinking, it sparked a conversation.
The book isn’t about financial advice. But it is about how people think and how we can think differently to create clarity, confidence, and value for our clients.
Here are our biggest takeaways, and how they apply to the way we work:
1. Regret is Worse Than Embarrassment
“What aren’t others doing?”
Trott’s challenge is simple: Don’t be afraid to stand out. In financial planning, this could mean how we communicate, how we structure our meetings or how we simplify complexity.
Our application: We encourage bold thinking in our marketing, our communications and even the questions we ask clients. If it feels risky but aligned with our values - it’s probably worth exploring.
2. The Power of Choice Architecture
“Don’t push. Guide.”
Helping clients make decisions is central to what we do. Trott reminds us that people make better choices when those choices are well-framed. We don’t force outcomes - we help shape environments where good decisions happen.
Our application: Whether we’re presenting investment options or discussing retirement goals, we clarify the context and offer contrasts that matter.
3. Follow the Spirit, Not Just the Letter
“Real creativity comes with risk.”
Trott’s argument against herd thinking is strong: templates and regulations matter, but they aren’t excuses for lazy thinking. Creativity lives in the grey area - where real value is created.
Our application: Every client is different. So are our answers. We use frameworks, not formulas.
4. Constraints Are Opportunities
“We have no money, we shall have to think.” - Winston Churchill
Tight budgets, limited time, regulatory guardrails - they aren’t problems. They’re fuel.
Our application: When a client can’t tick every box, we don’t see it as a limitation. We reframe. We prioritise. We focus on what matters.
5. Always Question the Question
“Go upstream. Change the problem.”
When someone asks, “Can I retire at 60?”, the deeper question is often: “What kind of life do I want at 60?” We find value by challenging assumptions.
Our application: Before we plan, we probe. Before we solve, we reframe.
6. Belief > Fact
“Don’t just sell the answer. Sell the need.”
Logic matters, but emotion drives decisions. Clients don’t remember the charts - they remember how they felt.
Our application: We lead with outcomes, not products. With metaphors, not just graphs. With stories, not just statements.
7. Creativity is Messy
“The sell happens when they feel it.”
Being rational is necessary. But the spark? The trust? The decision? That happens in the emotional space.
Our application: We experiment with visuals, simplify complexity, and lean into clarity - without losing depth.
Final Thought
Financial advice isn't just about being right - it’s about being real, relevant and resonant. One Plus One Equals Three reminded us that creativity isn't optional. It’s essential. For clarity. For trust. For results.
If you’re curious how creative thinking shapes our planning, we’d love to have a conversation.