"A little book with big advice. Jason Zweig . . . doesn’t promise investors the moon, but in language that everyone can understand, he offers solid, common-sense steps to protect and improve their portfolios. . . Such advice is consistent with the bigidea of Zweig’s book: If an investment looks too good to be true, it probably is. And he offers a useful process to help readers remember it." —SmartMoney.com "There are very few in the financial media whose material I would consider recommended reading. Wall Street Journal columnist Jason Zweig is one of them, and his new book is one you should consider.  His latest work adds to his reputation for books that not only provide important insights into the winning investment strategy, but are also good reads. This little book is filled with sage counsel from which even sophisticated investors can benefit. . . His book also provides advice on how to avoid many of the behavioral mistakes investors keep repeating. As William Bernstein, who wrote the forward, put it: ‘Jason Zweig knows your financial demons, where they live, why they’re making your poor, and how you can beat them." —Larry Swedroe, CBS MoneyWatch This book is a well written, fascinating page turner that I read in one sitting with a big bag of microwave popcorn. Yet, I don’t just recommend a book because it was thoroughly enjoyable. The main reason to read this book is that it can put you on the path toward reaching financial freedom. But it’s up to you and whether you’d rather spend your retirement years pursuing your interests, or spend them asking strangers if they’d like their value meal supersized. —Allan Roth, Founder of Wealth Logic, and author of How A Second Grader Beats Wall Street