The Conduct Atlas
of Wealth Planning

Tools and Perspectives for Thoughtful
Families and Their Advisors

A guide for families and advisors who want wealth planning to feel more human, more honest, and more useful. It brings together questions, models, exercises, stories, and visual prompts to help families see more clearly, speak more openly, and act with greater intention.

500+

Pages

3

Parts

11

Core Questions

Written

For everyone in the
conversation

Entrepreneurial families

Who want wealth to support purpose, responsibility, and connection — rather than become a source of distance or conflict.

Trustees and lawyers

Who know that the strongest structures are built around people.

Wealth advisors

Who understand that meaningful planning happens through trust, dialogue, and careful judgment.

The next generation

Who are inheriting wealth, expectations, and responsibility — and looking for ground of their own to stand on.

Inside the Atlas

The Atlas is built around the real questions that arise when wealth, family, ownership, responsibility and legacy meet. It does not offer fixed answers. The aim is to give families and advisors a clearer language, a wider lens, and practical tools for the conversations that matter most.

Part I

Exploring Wealth’s
Biggest Challenges

Eleven recurring questions families face at the outset of planning — from clarifying purpose to choosing the right advisors.

Part II

Decoding
Wealth

Planning models and tools woven through a fictional family case study across technical, relational, and generational dimensions.

Part III

Picturesque
Aphorisms

One-page visual prompts illustrated by Stefan Liniger, designed to surface the themes wealth owners face and make them easier to explore.

THE CONDUCT FORMULA

A new language for wealth, life and legacy

At the heart of the Atlas is the Conduct Formula: a simple lens for
thinking about wealth, relationships, life and legacy quality.

Life & Legacy Quality

LQ represents both the quality of life experienced by a wealth owner and the quality of the legacy they leave behind.

Wealth

W encompasses wealth across five dimensions: financial, physical, emotional, social, and intellectual.

Relationships

Squared to capture the exponential power of relationships in the context of wealth planning.

VOICES FROM CONDUCT

What our team says about
the Atlas

Philip Marcovici

Member of the Board of Directors of Conduct AG;

Author of The Transformative Power of Family Wealth and
The Destructive Power of Family Wealth

Stefan Liniger

Partner of Conduct AG;

Author and Illustrator

Melanie Voser

Partner of Conduct AG

Philip Märki

Partner of Conduct AG

Mathilde Wittmer Thormann

Partner of Conduct AG

Kadir Sonderer

Partner of Conduct AG

Aristide Ljubenovic

Junior Associate of Conduct AG

Marie-Claire Salamin

Office Manager of Conduct AG

Nadina N. Hediger

Partner of Conduct AG

Nataliia Paskina

Partner of Conduct AG;

Author

Alain Tran

Partner of Conduct AG

Authors talking about the Atlas

Written for Conduct AG by

Stefan Liniger

Author and Illustrator

Nataliia Paskina

Author

The Atlas combines writing, exercises, planning models, fictional case material, and original illustrations to support a more thoughtful approach to wealth planning.

AVAILABLE NOW

A guide to return to over time

Start with purpose. Work with courage. Build with others.

eBook

Available on Beobachter.ch or Thalia.de

Print Edition

Order directly from Conduct AG

Order The Atlas