New Book, The Art of Why, Illuminates Path to More Meaningful, Satisfying Life

DENVER–(BUSINESS WIRE)–Financial professional, speaker and philanthropist Steve Luckenbach
released his second book today, The Art of Why. Luckenbach draws
on nearly 29 years of experience in the financial services industry to
explain how personal fulfillment and setting and achieving goals come
from understanding the why behind our actions.

Why shines a light into the darkness of habitual ‘what’ and
‘how’ thinking,” Luckenbach said. “Even if you’re cruising through life
on a steady course with fair winds and calm seas, it’s still worth
asking ‘why’ from time to time, because we can all lose our way.”

The book contains five steps for achieving personal fulfillment, which

1. Admitting the lies you’ve been telling yourself

2. Recalibrating your pleasure center to the intrinsic and long term

3. Doing what demands the most courage

4. Becoming aware of your own thinking

5. Inducing a crisis

Luckenbach is a regional vice president for Jackson National Life
Distributors LLC (JNLD), the distribution and marketing arm of Jackson
National Life Insurance Company® (Jackson®).
He is also an engaging speaker known for his energetic presentations on
behavioral finance, investor psychology, retirement, annuities and
portfolio management.

“The Art of Why is idealistic at a time when idealism, not
ideology, is needed,” Luckenbach said. “It’s about hope, it asks painful
questions and it helps readers find the courage to be accountable for
their answers.”

In his first book, Don’t Believe Everything You Think, Luckenbach
uses an entertaining parable about three financial professionals who go
to work one morning only to find Wall Street completely deserted.
Through their journey, they discover the true meaning and value of their

Prior to joining Jackson in 1995, Luckenbach worked for SunAmerica and
Bankers Trust. He holds FINRA Series 7 and 63 registrations and is
recognized as an authority in the financial services industry. He lives
in Cincinnati with his wife Rebecca and their three children Gavin,
Gabrielle and Grayson.

For media inquiries, please contact Melissa

Jackson is the marketing name for Jackson National Life Insurance
Company (Home Office: Lansing, Michigan), Jackson National Life
Insurance Company of New York® (Home office: Purchase, New
York) and Jackson National Life Distributors LLC.


Melissa Hernandez, 303-224-7572
Communications Manager