On a scale of importance, with one being highest and 10 being lowest, Stewart Koesten ranks AUM as a 10. Not that the executive chairman of 16-year-old KHC Wealth Management in Overland Park, Kan., lacks credentials. He sports six financial designations, including a CFP.

The low priority of AUM comes from a simple deduction. The financial capital of most wealthy people is derived from their human capital - their time, talent, education, experience and passions in their careers. Since a client's career is the goose that lays the golden egg, Koesten focuses services on the goose (executive coaching, career transitions and compensation coaching) as well as the golden egg (wealth management and financial planning).

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