Not every client wants the same things. Most clients see retirement as their opportunity to travel and spend more time with family, but some of your clients likely have a different view. It's easy to fall into the trap of assuming their target audience shares the same general objectives—but by doing so, you could be missing an opportunity to connect with readers with alternative plans in mind. This Kiplinger article is a great example of why, when it comes to content, the “traditional stories” don’t need to be the only stories that you tell.