Imagine walking into your favourite boutique and discovering that the coveted, high-quality pieces you love are unexpectedly marked down by 40%. You’d expect excitement, perhaps even a line out the door.
But instead, people are hesitating to buy. Some walk away empty-handed, whispering, “Maybe it’s not the right time.”
While that reaction might sound absolutely absurd in retail, it’s surprisingly common in investing. When markets dip and long-term opportunities quietly become more attractive, many investors retreat. But those with a long view, the true stewards of wealth, often see something different: a chance to lean in with clarity and conviction.
“The time of maximum pessimism is the best time to buy.”
~ Sir John Templeton
A Familiar Play Just a Different Arena
In moments of volatility, the instinct is to act with the intention to protect. But for families with long-term capital, acting on emotion can often create unnecessary disruption.
True resilience comes from perspective, knowing that temporary noise doesn’t warrant permanent decisions. With a disciplined plan, families can navigate uncertainty with clarity, staying aligned with purpose rather than pulled by reaction.
Our Instincts Aren’t Built for Investing But Perspective Is
In moments of volatility, the instinct is to act with the intention to protect. But for families with long-term capital, acting on emotion can often create unnecessary disruption.
True resilience comes from perspective, knowing that temporary noise doesn’t warrant permanent decisions. With a disciplined plan, families can navigate uncertainty with clarity, staying aligned with purpose rather than pulled by reaction.
Culture Rewards Action: A Plan Rewards Alignment
People today often mistake urgency for progress. But when it comes to long-term wealth, it’s consistency, not constant reaction, that sustains results.
I recall a conversation in early 2020, during a period of steep market decline and widespread uncertainty. A client asked, “Should we sell and wait it out?” Instead of reacting, we revisited his plan, his cash flow needs, time horizon, and long-term goals. The answer was clear: there was no need to sell. So he didn’t. By year-end, not only had the market recovered, but also his strategy remained intact.
Another family had just completed the planned sale of a significant property. The timing wasn’t opportunistic; it was intentional. Proceeds were already allocated, liquidity needs covered, and a phased investment plan was ready. When volatility returned, we didn’t wait for the perfect moment. We implemented a structured dollar-cost averaging strategy, removing pressure, preserving clarity, and reinforcing discipline.
In both cases, confidence didn’t come from trying to outguess the market. It came from alignment with goals, with values, and with a well-crafted plan.
When strategy takes the lead, action takes on a purposeful nature, leading to a state of peace of mind.
The Market Moves; Your Portfolio Moves Differently
Market headlines often spotlight a single index like the S&P 500 as if it represents every investor’s reality. But for families like yours, wealth is built and preserved through far broader exposure.
Your portfolio likely spans public markets, private businesses, real estate, and structured strategies diversified across asset classes, sectors, and geographies. Each element responds differently to shifting economic cycles, offering unique sources of strength and opportunity.
Diversification doesn’t eliminate volatility, but it helps shape how you experience it. It instills resilience in your portfolio, stabilizes your decision-making during uncertain times, and strengthens your ability to stay on course anchored in purpose, not headlines.
Liquidity Brings Confidence Not Just Cash
One of the quiet strengths behind resilient, long-term investing is thoughtful liquidity. When near-term needs are intentionally accounted for through reserves, flexible structures, or accessible capital, there’s no pressure to sell high-quality assets in moments of uncertainty.
Well-designed portfolios honour this principle. Liquidity by design creates space not just for stability but for strategic decision-making. It enables families to act with clarity, remain patient through cycles, and stay aligned with their long-term vision.
Concluding Thoughts
Most of us wouldn’t hesitate to act on a meaningful opportunity in another part of life, yet investing often feels different, especially in times of uncertainty.
But for many successful wealth builders, confidence doesn’t just come from predicting markets. It stems from having a clear plan, thoughtful structure, and the flexibility to respond with intention versus urgency.
ABOUT THE AUTHOR
As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.
Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.
ABOUT THE AUTHOR
As the Senior Wealth Advisor at Beacon Family Office at Assante, Cory Gagnon has supported successful family enterprises to preserve, protect and transition their wealth since 2011.
Cory’s personal objective as a Wealth Advisor is simple. He is committed to supporting families to take control of the areas of their lives that truly matter to them. This commitment revolves around using specific tools and strategies that enable families to take action with confidence which will support them through life’s critical transitions.
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Beacon Family Office at
Assante Financial Management Ltd.
Suite 519, 10333 Southport Road S.W.,
Calgary, AB T2W 3X6
