Selling the Invisible: A Field Guide to Modern Marketing

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In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

Book Description

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

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You can't touch, hear, or see your company's most important products. . . . So how do you sell, develop, make them grow? That's the problem with services.

This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:
*Why focus groups, value-price positioning, discount pricing, and being the best usually fail
*The vital role of vividness, focus, "anchors," and stereotypes
*The importance of Halo, Cocktail Party, and Lake Wobegon effects
*Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn
*Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention . . . and much more.

Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples--from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.

The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance readers call it the best book on business ever written.

Customer Reviews:

If you sell a non-tangible product or service, buy this book.......2007-08-06

It is much easier to sell a book than it is to sell life insurance. Why? Because the customer can hold and touch and see the book. You can't hold, touch or see insurance. (The policy is not the insurance.)

Beckwith understands selling intangibles better than anyone and he tells how in this book. It is in my top ten of business and marketing books for people who sell services. Even if you sell products, you will learn some valuable information. Well worth the money.

Short and Easy to Read.......2007-05-17

This book was suggested reading by our Marketing Department. As an Engineer, I decided to read it to find out more about marketing. The book was easy to read and understand. It summarized the basics of good client service. Most things were obvious, but probably not done nearly enough. For example, the book recommended thanking your clients as often as possible.

Not your typical book on selling........2007-03-07

This is one of the best books I have ever read on the subject of selling a service or services.

My company is a small-time operation. I own a computer service and repair business. Essentially, I am the company. That's why this book is perfect for me.

Beckwith's guide taught me what is most important about what I do and how to focus on that, and then sell it. It also showed me what customers look for, what they don't care about, and the benefits of knowing these things.

If I could go back in time and give myself a copy of this book when I was just starting out, my income would probably be double what it is today. Simply purchasing this book and making a few minor changes has already made a huge difference the bottom line.

Can't go wrong reading this one!.......2006-12-27

This is another one of those classics. The fundamental message is timeless, and while some of the companies mentioned have changed the lessons behind the stories are still relevant. The book is made up of a series of anecdotes that each delivers a punch, consisting of good solid advice. Harry was ahead of his time offering insights on the "new" world of service in 1997 when the book was published, and offering that even service companies have brand equity to care for. There are good essential marketing skills included here that many of us may have forgotten. I reread this book again recently and was reminded of a few things that are worth re-applying to my own marketing efforts and the work I do for clients. You can't help but become a better marketer after reading this.

Selling the Invisible: The Art of War.......2006-09-05

Harry Beckwith's Selling the Invisible reminds me of Sun Tzu's The Art of War in that it is not so much a manual on its subject as it is a primer on how to think about its subject. Knowing nothing of service marketing when I started to read it, I found many of its precepts counterintuitive (selling relationships?) but with the numerous examples aided by my own observation of the things Beckwith talks about, my eyes were opened in a way Sun Tzu's first readers must have been. Beckwith understands the core of service marketing is the service itself and focusing on the consumer's needs, not clever marketing designed to separate the customer from his cash or dazzle him with an empty sales pitch for unwanted products (take notice, Apple). This relationship to the customer and understanding his or her needs defines the successful business and indeed IS the successful business. Beckwith illustrates this with many practical strategies relevant to any service business.

Study Guide for Modern Real Estate Practice

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best study guide

Study Guide for Modern Real Estate Practice
Fillmore W. Galaty , Wellington J. Allaway , and Robert C. Kyle
Manufacturer: Dearborn Real Estate Education
ProductGroup: Book
Binding: Paperback

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Modern Real Estate Practice
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ASIN: 0793144299

Customer Reviews:

best study guide.......2001-10-06

This study guide is one of the best on the market that has the questions that you will need to know. This study guide has flash cards to help you remember those real estate words and their meanings.

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language and presentation is good
Just the Best!
must have it
Nice balance between proofs and intuition.
Econometrics Explained

A Guide to Modern Econometrics
Marno Verbeek
Manufacturer: John Wiley & Sons
ProductGroup: Book
Binding: Paperback

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Game Theory for Applied Economists
A Guide to Econometrics, 5th Edition
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Econometrics
Econometric Analysis (5th Edition)

ASIN: 0471899828

Book Description

A Guide to Modern Econometrics explores a wide range of topics in modern econometrics focusing on what is important for doing and understanding empirical work. It serves as a guide to alternative techniques with the emphasis on practical questions such as when to use a particular approach, what can be gained by its use and what are the drawbacks. It does not concentrate on the formulae behind the approaches and their practical relevance.

A wide range of topics are covered, such as: time series analysis, cointegration, limited dependent variables, panel data analysis and the generalized method of moments
Empirical examples are drawn from a wide variety of fields including labour economics, environmental economics, international economics, finance and macroeconomics
End-of-chapter exercises review key concepts in the light of empirical examples
Data sets for illustrations and exercises available on-line from a web site

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This revised and updated edition of A Guide to Modern Econometrics continues to explore a wide range of topics in modern econometrics by focusing on what is important for doing and understanding empirical work. It serves as a guide to alternative techniques with the emphasis on the intuition behind the approaches and their practical relevance. New material includes Monte Carlo studies, weak instruments, nonstationary panels, count data, duration models and the estimation of treatment effects. Features of this book include: Coverage of a wide range of topics, including time series analysis, cointegration, limited dependent variables, panel data analysis and the generalized method of moments Empirical examples drawn from a wide variety of fields including labour economics, finance, international economics, environmental economics and macroeconomics End-of-chapter exercises review key concepts in light of empirical examples A supplementary website, featuring additional materials including data sets for illustrations and exercises, can be found at www.wileyeurope.com/go/verbeek2ed

Customer Reviews:

language and presentation is good.......2007-01-06

I like the book because it's among the few econometrics books that I can understand by the frist read, but as the book title says it is only a "guide", it does not include anything about survival models, which I think is an important part of modern econometrics.

Just the Best!.......2006-11-13

I used to think that the book written by Davidson & Mackinnon (2004) is the best graduate book in econometrics. After reading this book, however, I changed my mind. This book is better for a number of reasons. First, it covers standard material (rather than non-standard one such as the geometry of OLS, artificial regressions, etc); this tailors to the need of most readers. Second, it covers OLS quickly and moves on to alternative estimators (rather than spending two chapters on hypothesis testing and confidence intervals, which is quite redundant). Third, it derives an estimator in a formal way (i.e. optimizing a particular objective function rather using the informal method of moment). Fourth, it complements econometric methods with empirical examples (rather than discussing econometric methods alone); this facilitates reader's understanding. Finally, its exposition is crystally clear (Bravo!).

One critique: An ideal graduate text should contain enough material for two semesters. However, this book is too short for two semesters but too long for one semester. So, I would suggest that he add two things. First, please expand the material on GMM and compare it to OLS as the organizing theme. Second, please add the material on bootstrap and Monte Carlo methods.

must have it.......2003-12-17

One of the very few econometric books that are possible to read for non-mathematicians. Recommend to everyone interested in econometrics.

Nice balance between proofs and intuition........2001-07-31

The strength of this book lies in the nice balance between mathematics and intuition. Although Wooldridge is easier to understand and better in the intuition department, he doesn't prepare you as well as Verbeek for what is yet to come: books like Econometric Analysis by Greene or Econometric Society Monographs. Verbeek uses much of the language found in scientific articles and more advanced works, without making the explanations unneccesary difficult.

If your goal is, however, not to go much deeper than introductory econometrics, then do yourself a favour and buy Introductory Econometrics by Wooldridge.

Econometrics Explained.......2000-10-22

I'm an econ grad student - and I'm always looking for books that give me insight on econometrics. This book does precisely that! Verbeek writes econometrics like others write novels, he develops the models clearly and logically. This book should be used in graduate and undergraduate programs everywhere. It's also good for the practicing economist who wants to brush up on econometrics. It's hard to find a text that offers this much intuition and still gives a good solid mathematical treatment of the subject. I've also used the standard "kennedy" book (too simplified), the Greene's textbook - technically thorough but doesn't do much for intuitive understanding - Verbeek's book is much more readable and useful in my opinion.

Modern Accident Investigation and Analysis

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Modern Accident Investigation and Analysis
Ted S. Ferry
Manufacturer: Wiley-Interscience
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Binding: Hardcover

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Effective Expert Witnessing, Fourth Edition: Practices for the 21st Century (Effective Expert Witnessing)
Accident Prevention Manual: Engineering & Technology, 12th Edition

ASIN: 0471624810

Book Description

This new edition of a standard in the field is the most complete treatment available on modern methods of accident investigation. The investigation process is divided into three phases: preparation and planning, analytical methods and reporting, and corrective actions designed to prevent recurrence. Techniques discussed are general and can be applied to a wide range of industrial accidents. Topics covered include investigation concepts, the pitfalls of government intervention, legal aspects, multilinear events sequencing, and management oversight and risk tree (MORT). There is new material on the electronic and computer industries and on S-T-E-P accident investigation. A new chapter, ``A Generic Approach to Mishap Investigation,'' puts the entire process in perspective.

The Wealth of Nations (Modern Library Classics)

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a classic
hard to find a serviceable edition
Free trade and pro biz
Must have.
Readable introduction to economic theory

The Wealth of Nations (Modern Library Classics)
Adam Smith , and Robert Reich
Manufacturer: Modern Library
ProductGroup: Book
Binding: Paperback

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The General Theory of Employment, Interest, and Money (Great Minds Series)
The Theory of Moral Sentiments (Philosophical Classics)
Capitalism and Freedom: Fortieth Anniversary Edition
The Marx-Engels Reader, Second Edition
The Road to Serfdom Fiftieth Anniversary Edition

ASIN: 0679783369
Release Date: 2000-11-14

Book Description

Adam Smith's masterpiece, first published in 1776, is the foundation of modern economic thought and remains the single most important account of the rise of, and the principles behind, modern capitalism. Written in clear and incisive prose, The Wealth of Nations articulates the concepts indispensable to an understanding of contemporary society; and Robert Reich's new Introduction for this edition both clarifies Smith's analyses and illuminates his overall relevance to the world in which we live. As Reich writes, "Smith's mind ranged over issues as fresh and topical today as they were in the late eighteenth century--jobs, wages, politics, government, trade, education, business, and ethics."

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The first truly scientific argument for the principles of political economy.

Customer Reviews:

a classic.......2007-07-20

It's a big book, but not in any way complicated. In a nutshell, it details the mechanisms by which personal liberty -- accompanied by personal responsibility and a just system of government -- make nations, and the individuals who live in them, wealthy. I had a Marxist professor who did not like Adam Smith because Marxist theory prefers to emphasize class warfare, while Smith is saying that everyone is capable of providing for themselves and the less the government interferes, the better off we all are. Many conservatives, meanwhile, like Adam Smith because they seem to perceive a "survival of the fittest" philosophy in his works. They are both wrong.

Really, The Wealth of Nations ought to be read along with Smith's other classic, The Theory of Moral Sentiments. Together, the message in them is that government should leave people alone as much as possible, but people ought to exercise that liberty without greed.

hard to find a serviceable edition.......2007-07-07

"The Wealth of Nations" is more readable than you probably think, and if you actually sit down to it you'll be repeatedly astounded by Smith's shrewdness.

But parts of Smith's original can be tough going in many ways. Why don't publishers acknowledge this by coming out with something more helpful than just the raw text?

Unfortunately, finding an edition that will be of great use to you is problematic. That's why I'm giving this book 1 star: not for the text itself, but rather for the paucity of well-done printings out there.

Anyhow. I have three before me:

1. The "Modern Library Classics" edition, the one you see on this page. This is complete and unabridged in a single volume, and has a handsome, sturdy feel to it. There is a 4-page introduction and a well-done index, but what irks about this edition is that while it has a plethora of footnotes, all the footnotes are of the "textual comparison" variety (e.g., "12 Car. II., C. 32"), rather than the kind that really help you understand antiquated terms and convoluted wordings. In other words, you'll get no help from the editors here.

2. Then there is the barren Wealth of Nations (Great Minds Series). There is a 2-page introduction at the beginning and an index, but beyond that it's nothing more than the original text, complete with the original punctuation and spellings (neither of which has been made more merciful for the modern reader).

3. The Penguin Classics edition, in two volumes: The Wealth of Nations: Books 1-3 (Penguin Classics) and The Wealth of Nations, Books IV-V (Penguin Classics). This is probably the least worst edition I have seen, with a superb introduction (nearly 100 pages long), and a glossary, all done by Glasgow's Andrew Skinner. But the only footnotes in the text itself are apparently Smith's own. They appear directly on the bottom of the page in question.

So good luck, whichever one you choose.

In case you need to know, Smith's original consists of five long chapters, or "books."

If anybody has a more respectable edition at hand, please comment and I'll incorporate it into this review.

Free trade and pro biz.......2007-01-25

Great study material - very difficult read, but a must read that should be taught in high school.
Buy this if you support free trade, less government, and the American dream. Beware, this books represents everything a liberal opposes, ideals which are deeply hated by those who support liberal gods like Barak Hussein Obama and Miss H. Rodham.

Must have........2007-01-03

They shouldn't let you out of school unless you have this one in your head. Nice to have a copy around.

Readable introduction to economic theory.......2006-06-15

For anyone coming to Adam Smith's Wealth of Nations the first surprise is how readable it is. Famous classic of economic theory though it may be, this is no dry academic tome to be read only by people with a scholarly interest in economic history. There are no detailed tables of statistics of the sort one might expect to find in a modern book on the subject, and no mathematical analysis, indeed not very much quantitative information at all. Instead there is a long series of examples to explain such ideas as why it is more efficient to divide work among several specialists rather than have a complete task fulfilled by one person, or why slave labour is ultimately more expensive than paying free workers, even workers in cities like Boston or New York, where wages were far higher in Smith's time than those in his native Scotland.

To illustrate the principle of the division of labour Smith discusses the manufacture of nails. Even a blacksmith -- skilled in working with a hammer but with no special training in nail making -- could not make more than a few hundred nails in a day, and those of poor quality. A specialist nail maker could make more than two thousand, but much greater improvements, both in quality and quantity, come from recognizing that even a task as apparently simple as manufacturing a nail can be broken up into smaller tasks: maintaining the fire at the right temperature, hammering the nail into the right shape, using a different tool to form the head, and so on.

A popular edition of Wealth of Nations is inevitably abridged, as one can hardly expect to buy a complete scholarly edition for a price not much more than that of a novel. Complete editions are available as well, but they are much more expensive. With sensible editing, however, an abridged version can include as much of Smith's writing as the ordinary reader is likely to want, together with notes to explain points that will be obscure to the modern reader. In the Oxford World's Classics edition Kathryn Sutherland has made an excellent job of this, with notes that fill around a fifth of the length of the book.

Retire Early Sleep Well: A Practical Guide to Modern Portfolio Theory and Retirement in Plain English

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Must-read book for any investor
A great retirement investing guid
This book is so good ...
Retire Early Sleep Well
Excellent book

Retire Early Sleep Well: A Practical Guide to Modern Portfolio Theory and Retirement in Plain English
Steven R. Davis
Manufacturer: Grote Publishing
ProductGroup: Book
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All About Asset Allocation

ASIN: 0966343646

Book Description

Based on the Nobel Prize winning strategies of Modern Portfolio Theory and the thrift and sensible savings ethic that made America great - finally, an easy-to-read book on investments and retirement that cuts through all the noise and provides simple answers to the questions you need to be asking.

Customer Reviews:

Must-read book for any investor.......2007-04-18

Lays out the basics of modern portfolio theory in very concise fashion. Makes the case for indexing crystal-clear. Provides a useful guide to asset allocation and relevant asset classes.

My only quibble is that if everyone followed the asset allocation suggested in the book, which is heavily skewed towards small-cap value stocks, imbalances would be created that would eliminate the gains to be had from them.

A great retirement investing guid.......2006-08-26

I am recently retired, and an avid investor. This is the absolute best retirement planning and basic investing book I have found. It distills complex topics, such as modern portfolio theory, into easy to follow, easy to read chapters. I have bought a half dozen copies I have given to my kids and friends, and plan to buy more. This is a must read for people from college age through well into retirement age.

This book is so good ..........2006-04-21

... and provides such solid, convincing, factual evidence and research to support Mr. Davis' "Buy index funds only" advice that I'm afraid eventually everyone will discover it and stop buying any individual stocks altogether. Would that screw things up? I dunno, maybe not.

In any case ... Mr. Davis lays out a portfolio of index mutual funds for the reader in Chapters 30 & 31 that should optimize anybody's individual investment situation.

I've got a pretty decent savings now - But, I will say that I've gone back and compared what I actually invested in (since my I started investing in 1996) to how I would've done had I had this book in 1996 - I'd have much more than twice as much money, mainly because it would have eliminated my large losses/ mistakes. This just about makes me cry!

I wish Mr. Davis would establish a website where readers could ask questions or advice that may not pertain to everyone, like the advice in this book does.

Retire Early Sleep Well.......2006-03-24

Great book. This book represents the "Cliff's Notes" of 20 other books on individual investing. It strongly makes the case for a portfolio of index funds, with minimum expense ratios, and gives practical lists of how to implement such a strategy. Don't establish your personal portfolio without reading this book.

Excellent book.......2005-08-12

I have been an avid investor since I was 12 years old (I am now 53) and have read numerous books on investing. This is one of the best if not the best I have read on this subject. Steve Davis has written an outstanding book that presents very clearly and concisely the best advice out there for individual investors. He explains modern portfolio theory and shows how to apply it in a very practical manner that anyone could follow. I have recommended and given this book to many friends. I refer to his book frequently as I am preparing for my own retirement. I only wish this book had been available 30 years ago.

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Study Guide for Modern Real Estate Practice
Fillmore Galaty , Robert Kyle , and Wellington J Allaway
Manufacturer: Dearborn Real Estate Education
ProductGroup: Book
Binding: Paperback

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Release Date: 2006-06-01

The Wealthy Barber: Everyone's Common-Sense Guide to Becoming Financially Independent

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Learn about finance
Decent Financial Advice in a Terrible Novel
Wonderful
Great First Book to Read for Financial Info
A Good Start

The Wealthy Barber: Everyone's Common-Sense Guide to Becoming Financially Independent
David Chilton
Manufacturer: Prima Lifestyles
ProductGroup: Book
Binding: Hardcover

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The Wealthy Barber, Updated 3rd Edition: Everyone's Commonsense Guide to Becoming Financially Independent
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ASIN: 1559580968
Release Date: 1991-06-20

Customer Reviews:

Learn about finance.......2007-05-24

I really liked this book. I read it as part of a workshop for school. The author made the subject matter easy to understand for everyone, and in a format that was fairly enjoyable. It made me see the importance of good planning.

Pros:
-covers a broad range of topics
-gives great financial tips
-reads like a novel
-concise and quick to read
-is easy to understand
-inspires you to start your planning right away

Con:
-could have written a little more about a couple of the topics

Decent Financial Advice in a Terrible Novel.......2007-04-03

The bad news first: The author had a great idea of putting sound financial advice in a novel format. The characters are boring and one dimensional save for the fact that they are sports fans. The dialogue is forced and fast, but for the purpose of getting to the lessons where the dialogue is disruptive at times.

The good news: If you can forge through the pages of banter and witticisms you will find some things that you'll be glad you found such as a proxy [check it out] and some things about investing and insurance.

The outcome: This story takes place in Michigan, which is also the state who's company's representatives (AmWay, now Quixtar, Inc.) launched a major dealing in the distribution of this book. It appealed to their wide client/distributor base and sent its sales into the stratosphere.

Wonderful.......2006-01-17

My son picked this book up many years ago. Both he & I read it. It made an imprint on my life, as well as his. I am financially independent & semi retired at age 57.

Great First Book to Read for Financial Info.......2005-11-29

I highly recommend this book to anyone who doesn't know anything about money. It is really easy to understand and doesn't skip over the basics. If you know the basics you may not find it an interesting read.

A Good Start.......2005-10-28

I read this book to learn a little more about finance, since I'm clueless about it. Now after reading this book, I feel I know enough to plan for my future under two conditions -

1) I work full time
2) I work for 30 years or longer

There's obviously no way around those conditions, and of course there really shouldn't be. Unfortunately, I haven't quite fulfilled condition one yet, let alone condition two. The book doesn't discuss how to fulfill these conditions. You need a job search book for that.

What this book does discuss though is what do do with your steady income once you have it. Early in your life, simply set aside 10 percent of your earnings immediately and put that percentage into long-term growth investments, without ever withdrawing. Makes a lot of sense, even though I still think some of the figures the author throws out are a bit exaggerated. Compound interest does work wonders, but there ain't no way in heck you'll become a millionaire on $100 a week in this lifetime. (The book doesn't make this claim, but it kind of implies it.)

This book says a dollar saved is two dollars earned and gives a 'tax on bonuses' type reason for it. I agree with the statement, but I'd say the reason it's true is because after you spend a dollar, you have -1 dollars, but if you save that dollar, you have +1 dollars. +1 - (-1) = +2. If you save a dollar, you have two dollars more than if you spend a dollar.

I'd say the best way to avoid getting carried away and spending all your money (in addition to the pay yourself first method discussed in the book) is to keep busy as all heck with what you have. If you're sitting around all day doing nothing, you're probably going to get bored and spend your money frivolously. (Hint: writing reviews for Amazon is a real money-saver; a great way to keep busy.)

There's more to this book, like life insurance and wills and stuff, but I think as long as you know how to save, and where to get good help (particularly for life insurance), you'll be set up all right, even if you screw up.

Modern Portfolio Theory, the Capital Asset Pricing Model, and Arbitrage Pricing Theory: A User's Guide

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Modern Portfolio Theory, the Capital Asset Pricing Model, and Arbitrage Pricing Theory: A User's Guide
Diana R. Harrington
Manufacturer: Prentice Hall College Div
ProductGroup: Book
Binding: Paperback

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Retire Early Sleep Well: A practical guide to modern portfolio theory, asset allocation and retirement planning in plain english, Second Edition

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Lives Up To It's Name

Retire Early Sleep Well: A practical guide to modern portfolio theory, asset allocation and retirement planning in plain english, Second Edition
Steven, R. Davis
Manufacturer: Painters Hill Press
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ASIN: 097930380X

Book Description

Retire Early Sleep Well is a concise yet thorough guide to modern portfolio theory, asset allocation and retirement planning for young and old. This newly revised and expanded second edition provides updated information about asset and portfolio performance; and a substantially expanded discussion of asset allocation. Very popular in its first edition, Retire Early Sleep Well is widely recommended to both experienced and beginning investors of all ages. Its straight-to-the-point, plain english style distills complex topics into their essentials, and its practical advice is easy to follow.

Customer Reviews:

Lives Up To It's Name.......2007-09-06

This book absolutely lives up to it's name. In only 100 well-written pages it clearly presents the proven facts about how to invest in order to optimally decrease risk and increase return. I have a Master's degree in Financial Economics and it took me years to appreciate this important information. Every investor should read this short book. If you follow its guidance, then you too will be able to retire earlier and sleep better.

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