One gets the notion after a chat with money manager Gregg Fisher that when he reports to his New York City office each morning, he hangs his Emotional Self right next to his suit coat. And he does not re-clothe himself in emotion until his fiduciary responsibility to clients has been completed for the day.

The founder, CEO and CIO of fast-growing Gerstein Fisher knows that investors are driven by emotion, and emotion routinely runs afoul of what the scientific process has to teach us about sound investment decisions. He takes that posture so seriously he spearheaded the creation of the Gerstein Fisher Research Center, a collaboration between the firm and a “select group of leading academics” in the areas of finance, risk engineering and asset pricing. The research center investigates the pertinent issues faced by individual investors and produces papers on the topics.

It appears to be working. During the past five years, Gerstein Fisher has tripled its assets under