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A Wealth of Common Sense: Why Simplicity Trumps Complexity in Any Investment Plan by Ben Carlson

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Behavior on Wall Street

Conquer yourself rather than the world.

—Rene Descartes

When you go into a restaurant you may think you are in control of what you order from the menu. I hate to break it to you, but that's just not the case. The restaurant industry has you figured out before you even walk through the door. They know exactly how to nudge you just enough to order what they want you to order. First, they try to guide you to look at certain items in favor of more expensive or less healthy options. Menus that carry descriptive names sell better and even make you think they taste better. What sounds more tempting to you: Fish eggs or caviar? ...

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