The book, which is the brainchild of Josh Brown, co-founder and chief executive of Ritholtz Wealth Management, and Brian Portnoy, founder of Shaping Wealth, is a collection of 25 essays from across the financial services landscape.

“How I Invest My Money” (Harriman House-Nov. 17, 2020), co-edited by Brian Portnoy, founder of Shaping Wealth, explores the investment choices of prominent folks in finance, among them Christine Benz, Lazetta Rainey Braxton, Blair duQuesnay, Morgan Housel, Shirl Penney, Bob Seawright and Perth Tolle.

Perhaps the biggest takeaway — and the most surprising one — is that many who advise other people how to invest often make their personal finance decisions based not on logic but on emotion.

Earlier this month, the best living writer on personal finance published his first book… Morgan Housel wrote “The Psychology of Money: Timeless Lessons on Wealth, Greed, and Happiness.” Of course, I had preordered it from Amazon — and, yeah, you should read it.

If you’ve already read dozens of personal finance books (I have!), then I’m not saying you must read this one. But you will be entertained, and you will finish it in less than a day. If you haven’t read many personal finance books, this is a really good place to start. And if you haven’t specifically read Morgan Housel before, then you are in for a treat.

Research described by Richard Shotton, in his book, The Choice Factory, shows that, on average, only 8% of customers willingly switch brands. But, when there is a significant life event (e.g. marriage, buying a house, an international crisis, etc.), 21% of customers are likely to switch brands. That number will go even higher as brands struggle to keep up with demand.