The Goal Standard: The Psychology of Defining, Pursuing, and Achieving What Matters

In this talk, Dr. Charles Chaffin explores why many of us set goals that don’t truly reflect who we are … and what to do about it. Drawing on psychology and neuroscience, he walks through each stage of the goal process: from formation to goal-setting, and from achievement to what comes next. The discussion challenges conventional notions of success and retirement, questioning whether the “finish line” is really an ending or the beginning of something new. Through research and real-world examples, Dr. Chaffin invites audiences to rethink how goals can foster growth, fulfillment, and purpose across all stages of life.

Dr. Charles Chaffin is a writer, consultant, coach, and educator specializing in financial psychology, goal-setting, and the intersection of industry with educational and cognitive psychology. He co-founded the Money & Risk Inventory™ (MRI™), a tool used globally to assess financial psychology and risk comfort, and developed the Psychology of Financial Planning Specialist™ program, adopted by thousands of advisors and students across 15 countries. As a coach and facilitator, he works with financial professionals and organizations to improve decision-making and client engagement. Dr. Chaffin is Professor of Practice at Iowa State University and author of "The Goal Standard" (available November 28, 2025).

The University Book Store will be onsite selling "The Goal Standard" and "Numb" at the event.

This lecture recording can be found on the Available Recordings page approximately two business days after the event and will remain accessible for three weeks.