Killing Sacred Cows: Overcoming the Financial Myths That Are Destroying Your Prosperity

In this thought-provoking work, entrepreneur and inspirational speaker Gunderson takes aim at the social “brainwashing” and financial planners and institutions that are constricting Americans’ financial freedom and undermining their abilities to prosper with misguided and dangerous advice. The author debunks various investment “myths”—offering a fresh look at 401(k) “fallacies”—and “false beliefs” (“high risk = high returns”). In a book studded with anecdotes and historical tidbits, Gunderson excels in his description of the prevalent psychological beliefs that hinder success: the “scarcity mindset” in which financial success is understood as a zero-sum game; the American equation of happiness with prosperity; and the misconception that money holds power. In appeals more befitting a self-help guide than financial primer, the author argues that individuals need to embrace a mindset of self-reliance and identify their “Soul Purpose.” In the vein of The Secret and the classic Think and Grow Rich , Gunderson suggests that prosperity is a state of mind from which value and wealth flow. Readers will find his assault on traditional financial nostrums fresh, eye-opening and emboldening. (July)