Who do you want to be as a person and what kind of world would you like to help create? The advisor’s role in helping clients confront “ultimate questions” as part of the financial planning process is discussed by Ronald F. Duska, Ph.D., holder of the Charles Lamont Post Chair of Ethics and the Professions, Professor of Ethics and Director of The American College Center for Ethics in Financial Services and Philip B. Cubeta, CLU®, ChFC®, MSFS, CAP®, holder of the Sallie B. and William B. Wallace Chair in Philanthropy at The American College.