The Millionaire Next Door

by Thomas J. Stanley, Ph.D. & William D. Danko, Ph.D.

Twenty years ago we began studying how people become wealthy. Initially, we did it just as you might imagine, by surveying people in so-called upscale neighborhoods across the country. In time, we discovered something odd. Many people who live in expensive homes and drive luxury cars do not actually have much wealth. Then, we discovered something even odder: Many people who have a great deal of wealth do not even live in upscale neighborhoods. That small insight changed our lives. It led one of us, Tom Stanley, out of an academic career, inspired him to write three books on marketing to the a uent in America, and made him an advisor to corporations that provide products and services to the a uent. In addition, he conducted research about the a uent for seven of the top ten nancial service corporations in America. Between us, we have conducted hundreds of seminars on the topic of targeting the wealthy.