Fish Don’t Clap: Why Brad Connors’ New Book Might Change the Way You Think About Retirement (and Life Itself)

Let’s talk about this new book for a second because Fish Don’t Clap: The Expanded Edition isn’t just another “how to retire and golf till you die” book. It’s a philosophical gut-punch dressed up as a financial guide. A little bit of Dan Sullivan mindset, a little bit of existential reality check, and a whole lot of “wait… maybe retirement isn’t the finish line, it’s the starting gate. Most retirement books are about as thrilling as reading your 401(k) statement line by line. They promise “financial freedom,” “peace of mind,” and “time to finally golf,” but somewhere between the pie charts and stock photos of happy couples on beaches, your eyes glaze over. This retirement book is different, engaging from the start and will challenge what you think about your retirement.

Then along comes Fish Don’t Clap: The Expanded Edition by Brad Connors, CEO of iWealth.

This isn’t your average retirement guide. It’s part financial wisdom, part midlife pep talk, and part existential gut-check — all wrapped in a surprisingly funny, refreshingly honest package. It’s the kind of book that makes you pause mid-chapter, stare into the distance, and say to yourself, “Oh no… am I doing retirement wrong already?”

Redefining What “Retirement” Even Means

Brad Connors has spent decades helping people prepare financially for retirement. But he’s also watched far too many of them cross that finish line only to realize — surprise! — it’s not the finish line at all. It’s just another starting gate.

That’s the message behind Fish Don’t Clap. The title alone tells you you’re not in for another “save 15% and call it a day” kind of read. Connors wants to talk about what happens after the saving, after the work, and after the applause fades.

“You can spend a lifetime chasing applause,” Connors writes. “But when the curtain falls — who’s clapping?”

Not the fish, apparently. And honestly, that’s the point.

Connors argues that real fulfillment doesn’t come from applause or achievement — it comes from purpose. When your inbox finally goes quiet, who are you without the meetings, the deadlines, and the titles? His answer: someone with a chance to live intentionally, maybe for the first time.

Brad Connors: The Financial Advisor Who Gets That It’s Not About Money (But Also Kind Of Is)

Here’s the thing about Brad Connors — he’s not your typical “spreadsheet and smile” kind of advisor. He’s spent years in the trenches, walking clients through the emotional rollercoaster that is planning for life after work. He’s seen it all: the retirees who thrive, and the ones who panic three weeks in because they don’t know what to do with a Tuesday.

So yes, Brad cares about your portfolio — but mostly because it’s a tool to help you live on your terms. His book proves that money is only half the equation. The other half? Purpose, identity, and figuring out what to do when “I’m too busy” is no longer an excuse.

He asks the tough questions most financial planners won’t touch:

• Who are you when your business card stops working?
• What does “success” mean without an audience?
• Have you accidentally built a life that only works when you’re working?

It’s not light reading — but it’s liberating. And to Brad’s credit, he manages to make it entertaining, too.

A Financial Book That’s Shockingly Relatable (and Occasionally Funny)

Reading Fish Don’t Clap is a bit like sitting down with a friend who’s brutally honest but also deeply kind — the one who’ll tell you your plan makes no sense, but will do it over coffee and probably buy the next round.

Connors doesn’t hide behind jargon or formulas. He writes like a human being — someone who knows that planning for the future can feel equal parts exciting and terrifying. And he’s not afraid to poke fun at the traditional retirement playbook along the way.

At one point, you almost expect him to say, “If your life plan is just ‘golf and grandkids,’ that’s not a strategy — that’s a commercial.”

He’s not mocking the dream; he’s inviting you to expand it.

Why Isn’t This Book Everywhere?

When Brad wrote the original Fish Don’t Clap, he chose not to market it beyond Southern Minnesota, instead giving it to clients, prospects and people who attend workshops. He received a lot of feedback that people needed the book, and clients were surprised that the book wasn’t everywhere considering the same tired “Retire Early and Manifest Your Dreams” books keep doing jazz hands in the spotlight.

That’s where Fish Don’t Clap stands out. It doesn’t shout — it resonates. It doesn’t promise shortcuts — it offers substance. It’s the kind of book that sneaks up on you, plants a few ideas, and before you know it, you’re rethinking what your next decade should actually look like.

The big news? It’s now an Amazon Best Seller, as well as an e-Book!

The Expanded Edition: More Depth And More Heart

If you read the original Fish Don’t Clap, this expanded edition feels like the upgraded, fully-loaded version — with new insights, updated stories, and a sharper focus on what truly matters in life after work.

Connors adds layers of reflection drawn from years of helping people navigate retirement’s emotional landscape. He weaves in client stories (the kind you recognize yourself in, even if you don’t want to admit it) and delivers lessons that go far beyond balance sheets.

It’s still practical — yes, you’ll get tangible advice — but it’s also deeply personal. It’s about building a future that’s not just financially sound but spiritually satisfying.

The Real Point: Retirement Isn’t the End of Relevance

If there’s one idea that sticks long after you close the book, it’s this: retirement isn’t the end of contribution — it’s the reinvention of it.

Connors wants readers to stop asking, “When can I stop working?” and start asking, “What can I create next?”

Because while financial independence gives you freedom, purpose gives you direction. And those two together? That’s the real definition of wealth.

And maybe, just maybe, that’s what we’ve been missing all along.

Why You Should Read (and Talk About) This Book

Whether you’re approaching retirement, still years away, or just questioning what comes next, Fish Don’t Clap belongs on your shelf. It’s smart, it’s heartfelt, and it’s the kind of book that lingers — not because it tells you what to do, but because it makes you want to do more.

And honestly, if a financial book can make you laugh, reflect, and rethink your life’s purpose, that’s worth a few claps — even if the fish stay silent.

Where to Get It (and Why You Should Tell a Friend)

You can find Fish Don’t Clap: The Expanded Edition on Amazon as a kindle edition, an audio book or a hardcover, as well as at other major booksellers. You can also check out our Holiday Bundle which includes free items through December 1st, including our Fish Don’t Clap workbook, our Fish Don’t Clap webinar, a retirement assessment to see if you’re on track and a 15 Minute 1:1 meeting with Brad. Lastly, as always you can request your free Fish Don’t Clap book from us directly on our iWealth website home page. More importantly, you can find its message wherever people are trying to figure out what comes next.

If it resonates with you (and it probably will), share it. Talk about it. Leave a review. Because books like this don’t just entertain — they start conversations that matter.

And let’s be honest: if we’re going to reinvent what “retirement” means, we might as well have a few laughs along the way.