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Killing Sacred Cows: Overcoming the Financial Myths That Are Destroying Your Prosperity Hardcover – July 1, 2008

4.1 out of 5 stars 121 customer reviews

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Editorial Reviews

From Publishers Weekly

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 TheSecret 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)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

About the Author

Garrett Gunderson is an entrepreneur who became a multimillionaire by the age of twenty-six. He is the owner of five companies, and winner of Utah's Entrepreneur of the Year award. Garrett coaches elite business owners in the financial services industry. He co-authored Curriculum for Wealth.
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Product Details

  • Hardcover: 272 pages
  • Publisher: Greenleaf Book Group LLC; First Edition edition (July 1, 2008)
  • Language: English
  • ISBN-10: 1929774516
  • ISBN-13: 978-1929774517
  • Product Dimensions: 6.2 x 1.5 x 9.2 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (121 customer reviews)
  • Amazon Best Sellers Rank: #102,236 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Kindle Edition
I have never written a review before but some of the negative reviews have prompted me to do so now. Does it surprise anyone that the very people who promote the "cows" Gunderson talks about and "kills" in this book, think he is full of it? Is it shocking that the normal investment cronies, the ones who make a commission off of our "normal" investments, are trying to tear down some out-of-the-box thinking? I love the reviewer who is upset by the audacity of Gunderson's "new age thinking" on things like mindset, being in control of your life and that you should focus on what you love to do. Wow! What terrible concepts.
For someone like me who is NOT a financial adviser, investment banker, or 401K dealer, I found this to be one of the easiest, comprehensive, straightforward books on finance I have come across.
I am a small business owner. I don't understand all the complex financial jargon my local dude at the bank says. I don't regularly watch financial show, because I don't understand all they are saying. I try to educate myself, but my world is in the creative not the analytical. I honestly believe the reason some of the negative reviewers are upset is that this book breaks it down and leaves out the confusion that most books include.
I know it sounds crazy to some, but I actually believe, thinking for myself, being in control of my own destiny, creating my environment and loving what I do is important.
Gunderson has created an easy way for people to understand and take control of THEIR money and not be a slave to what Wall Street is telling us. I find it interesting that this book was written before the financial meltdown and almost everything he talked about as a warning came true.
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Format: Hardcover
I loved this book. It's enjoyable to read and it will completely change your perspective on investment, insurance, savings, wealth, and maybe even your life focus. Please don't let the haters deter you from reading this. They are trying to find fault rather than focusing on the big picture. Everyone who has investments, insurance, debt, or who wants to be wealthy should read this book so that they don't do what I did, which was blindly follow the status quo like a sheep until I realized that there was another way to go. I'm so grateful to have my eyes opened, even if it is kind of late for me.
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Format: Hardcover
This book is significant and valuable not because it's the ultimate statement on finance or because Gunderson is the next John Maynard Keynes. Instead, it's easily understood and potentially life altering perspectives on finance that are accessible to the lay public (that's you, right?)

His iconoclastic views on the financial conventions that have been shoved down our throats are not just informative, they can help get you off the hamster wheel and into the pursuit of your dreams. What more do you want from a book?

If there is a "new age" optimism that offends some people, that's their problem. I found it refreshing and informative. It's an interesting read and well worth the time and money. You need to hear this message, even if you never do anything about it, which would be a shame.
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Format: Kindle Edition Verified Purchase
This book is not conventional financial advice and that is what I loved about it. I generally have found that following the majority will lead to mediocrity at best. I admire anyone that writes a book, it's a huge task, but Gunderson is especially insightful and extremely helpful. I would love to hear more from him in the future.
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Format: Hardcover
Why most will not take any action and follow the same old path? Because they are scared. Most are scared to change yet they want something different. Change takes effort and a different mindset. Read this book again with a new frame of mind. A frame of abundance, growth and I can do attitude. You have a choice to go down a different path of thought, influence and relation to what money really is and does. Freedom is never free and you won't get there with the same old cow that yields spoiled milk.
And further more.. How financially free is your advisor?
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Format: Hardcover
Love this book for its great insights and life changing principles. If everyone understood and lived by the simple idea that all forms of wealth follow value creation, the world would be a different place.
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Format: Hardcover Verified Purchase
I read a short article by the author in a dental magazine that I read and I decided to buy the book. An interesting read but nothing ground-breaking that I did not know. I would even be hesitant to recommend it to someone who doesn't have much financial knowledge (I don't have much), because it does go against a lot of what is ingrained into smart retirement planning. The author strongly advocates buying insurance and "putting your money to work", such as increasing your cash flow. One example, instead of reducing your consumption/spending when concerning, "live within your means." The author recommends that you increase your means (income).

The author also advocates, "do it yourself" investing, and I don't that is good advice to most people. Maybe I am wrong.

The overall question I had in the book was: Okay, what do I live on after I quit working?
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