Bestselling Author Ken Fisher Releases Eighth Book

Share Article

Markets Never Forget (But People Do) teaches investors how to make better investing decisions by combating faulty memories

Markets Never Forget (But People Do)

"This time it's different," are the four most expensive words in the English language according to investing legend Sir John Templeton

Four-time New York Times bestselling author, 27-year Forbes columnist, and Fisher Investments CEO Ken Fisher released his eighth book, co-authored by Lara Hoffmans: Markets Never Forget (But People Do): How Your Memory Is Costing You Money—and Why This Time Isn't Different (Wiley; November 2011; Hardcover and e-Book).

Why do so many investors make the same mistakes repeatedly—being too bullish or too bearish at just the wrong times? Because they forget. "This time it's different," are the four most expensive words in the English language (according to investing legend Sir John Templeton). Yet many stock market investors routinely fall into the trap of thinking "now" is radically different. In his new book, Markets Never Forget, Ken Fisher shows readers how their memories play (often costly) tricks on them—and how they can combat their faulty memories with just a bit of history.

This isn't to say history repeats itself perfectly. It doesn't—but a recession is a recession. Some are vastly worse than others—but investors have lived through them before. Credit crises aren't new, nor are bear markets—or bull markets. Geopolitical tension is as old as mankind, as is war and even terrorist attacks. Understanding how investors have reacted to similar past events can help guide investors in shaping better forward-looking expectations. The past never predicts the future, but it can reduce guesswork about what's ahead.

In this book, Ken Fisher takes aim at some major market memory mishaps—like the idea stocks have become inherently more volatile or that wildly above- or below-average returns are abnormal. He shows how, early in every recovery, investors don't believe in it—often at a huge cost. And he shows how, in investing, ideology is deadly. Most important, he teaches how you can use history as one powerful tool to help begin reducing your error rate and help begin getting better investing results. Learn more about the book on YouTube:

About The Authors

Ken Fisher is best known for his prestigious "Portfolio Strategy" column in Forbes magazine, where his over 27-year tenure of high-profile calls makes him the fourth longest-running columnist in Forbes's 90-plus year history. He is the founder, Chairman and CEO of Fisher Investments, an independent global money management firm managing tens of billions for individuals and institutions globally. Fisher is ranked #252 on the 2010 Forbes 400 list of richest Americans, and #736 on the 2011 Forbes global billionaires list. In 2010, Investment Advisor magazine named him among the 30 most influential individuals of the last three decades. Fisher has authored numerous professional and scholarly articles, including the award-winning "Cognitive Biases in Market Forecasting." He has also published seven previous books, including New York Times and Wall Street Journal bestsellers, The Only Three Questions That Count, The Ten Roads to Riches, How to Smell a Rat and Debunkery, all published by Wiley. For more information, visit

Lara Hoffmans is a content manager at Fisher Investments, managing editor of, a regular contributor to and co-author of the bestsellers, The Only Three Questions That Count, The Ten Roads to Riches, How to Smell a Rat and Debunkery. For more information, visit

For more information about Wiley’s books, e-Books, and other news, please visit our Press Room Follow us on Twitter @Wiley_Finance and @WileyBiz for more information on our Business books and authors.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Judith Flynn
Wm. McBride & Associates
Email >

Jocelyn Córdova
Email >
Visit website