Description

Twenty years ago we began studying how people become wealthy.
nInitially, we did it just as you might imagine, by surveying people in
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nso-called upscale neighborhoods across the country. In time, we dis-
ncovered something odd. Many people who live in expensive homes and
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ndrive luxury cars do not actually have much wealth. Then, we discov-
nered something even odder: Many people who have a great. deal of
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nwealth do not even live in upscale neighborhoods.
nThat small insight changed our lives. It led one of us, Tom Stanley,
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nout of an academic career, inspired him to write three books on mar-
nketing to the affluent in America, and made him an advisor to corpo-
nrations that provide products and services to the affluent. In addition,
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nhe conducted research about the affluent for seven of the top ten finan-
ncial service corporations in America. Between us, we have conducted
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nhundreds of seminars on the topic of targeting the wealthy.
nWhy are so many people interested in what we have to say? Because
nwe have discovered who the wealthy really are and who they are not.
nAnd, most important, we have determined how ordinary people can
nbecome wealthy.