When Jesse James Cooley Llamado, a Registered Financial Planner, first heard the term “financial freedom,” it sounded like fiction. Raised in a household where the words kulang and utang were daily realities, money always felt scarce, distant, and just out of reach.
But one book would flip that script—and set him on a path that would change his life.
“Reading Rich Dad, Poor Dad in 2005 was the moment everything shifted,” Jesse told Financial Adviser PH. “For the first time, I realized I had limiting beliefs about money. And that I could change them.”
From Scarcity to Awakening
Growing up in a single-income household where his mother worked tirelessly to make ends meet, Jesse associated money with struggle. “It felt like money was something you always had to chase, never something you could hold onto,” he recalled.
His early financial beliefs were shaped by necessity, not strategy. There was no talk of investing, budgeting, or passive income. It wasn’t until college, when a friend handed him a copy of Robert Kiyosaki’s Rich Dad, Poor Dad, that Jesse saw money in a new light.
Two Dads, Two Mindsets
The book’s premise—two father figures, one wealthy and one not—hit home. Kiyosaki’s “Rich Dad” taught wealth-building principles like investing, financial education, and using money as a tool. The “Poor Dad,” meanwhile, represented traditional thinking: work hard, get a good job, and rely on a paycheck.
“I realized I had adopted a poor dad mindset without knowing it,” Jesse said. “Study hard, get a stable job, climb the ladder. That was my entire blueprint.”
But the book challenged those ideas. It introduced him to the concept of assets versus liabilities, the value of entrepreneurship, and the power of financial education. More importantly, it urged readers to question the script they’d been handed about money.
“Kiyosaki made me see that I wasn’t stuck. I could choose to learn something different. I could unlearn what didn’t serve me,” Jesse said.
The Mindset Shift Begins
Jesse didn’t suddenly become wealthy after reading the book—but he did become aware. And that awareness was the seed that grew into transformation.
“At that time, I was still broke,” he admitted. “But the shift was internal. I started to believe that I could do more than just survive.”
Instead of chasing promotions or job titles, he started focusing on learning. He read more finance books, attended seminars, and began surrounding himself with people who had the same growth mindset.
“I started observing not just how people earned—but how they thought. It was never just about tactics. It was about beliefs.”
Applying the Lessons
One of the biggest takeaways from Rich Dad, Poor Dad was understanding the difference between assets and liabilities. Jesse began tracking his own spending and questioning whether his expenses were helping him build wealth—or just maintaining appearances.
“When I looked at my personal balance sheet for the first time, it was a wake-up call,” he said. “I wasn’t building anything. I was just consuming.”
The concept of delayed gratification also stuck. Rather than splurging every payday, Jesse began saving for things that built long-term value—investments, learning opportunities, and later on, the Registered Financial Planner (RFP) program, which he credits as another turning point in his financial journey.
A New Life, Built on Purpose
What started with one book became a lifelong mission. Jesse not only restructured his finances but also used what he learned to help others do the same.
“After RFP, I offered free financial plans to friends just to practice. I didn’t charge them—just coffee and a snack,” he said. “It wasn’t about the money. It was about helping people think differently.”
Over time, he began teaching financial literacy in schools and companies, delivering talks, and mentoring others. But at every stage, the core principle remained: mindset before money.
“Money is just a result,” Jesse said. “Change your thinking first, and the results will follow.”
The Power of One Book
Today, Jesse believes that one well-timed book can change the trajectory of your life—if you’re willing to act on it.
“I still go back to Rich Dad, Poor Dad. Not because it has all the answers, but because it gave me permission to ask the right questions,” he said.
For those still stuck in survival mode or haunted by scarcity thinking, Jesse offers a reminder:
“You don’t have to stay in the financial story you were born into. You can write a new one. But you have to start with belief.”
