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					                                                                               NRM Market Assessment
Data collected through April, 2007
This worksheet contains a fraction of the organizations and individuals that Ann Haebig and I researched. These are my (Rozie's) conclusions, with examples cited to illustrate the relevant points.

FINDINGS:
There really are few entities that address both a system of      Examples:                                             Target audience:
practical behavior change around money, values underlying        Dave Ramsey                                           Christians (although he has a broader market, this is the language/perspective he uses)
those behaviors and the economic society that individuals        Share.Save.Spend.                                     Children (parents)
                                                                 Thrivent Financial for Lutherans                      Lutherans
operate within. They have a limited target audience.
                                                                 Paula Langguth Ryan                                   New Age "Law of Attraction" believers
Many entities address personality/attitudes underlying           Examples:                                             Target audience:
money behavior, but don't address values-based decision          Suze Orman                                            Women primarily
process:                                                         Robert Kiyoasaki/Rich Dad                             Men primarily (special side publication for women)
Public personal finance confessionals are very much the  Examples:                                                     Products/Functions:
rage, with blogs featured in the NYTimes, and social     pfblog.com                                                    Hosts and aggregates personal finance blogs
networking sites created. These blogs are a huge viral   NetWorthIQ.com                                                Public tracking of net worth with linked blogs
marketing coup, with "blogrolls" used to recommend other
people's blogs.

Many entities are offering "group" networking, many              Examples:                                             Products/Functions:
groups/forums are about money and/or target a specific           Yahoo                                                 offers discussion boards, blogs and groups
                                                                 Craigs List                                           offers discussion boards, and advertising of group mtgs
audience.
                                                                 eBay                                                  offers discussion boards, blogs and groups

                                                                 Examples:                                          Target audience:
                                                                 Ctr for New American Dream (CNAD)                  Mainstream, parents, businesses wanting to "green"
There is a growing body of anti-consumerism,                     I Buy Different (project of CNAD & WWF)            Teens
frugal/savings and/or alternate-economy support entities.        Freecycle, SwapAce                                 Give-away, pay-it-forward hyper-frugal people
                                                                                                                    S
                                                                 Business Alliance for Local Living Economies (BALLE) mall business owners/consumers
                                                                 Simple Living America w/Wanda Urbanska             Sustainable "Martha Stewarts", middle-income mainstreamers
                                                                 Co-op America                                      Environmentalists

There are many different magazines targeting specific            Examples:                                             Target audience:
demographics with specific information. Online magazines         RealSimple                                            Women who want more time
are increasing exponentially, with "channels" covering           Green Money Journal                                   Socially Responsible Investors
                                                                 Natural Home Magazine                                 Sustainable home-holding
different topics
                                                                 lovetoknow.com                                        women

Financial literacy is a HUGE growth industry, with funding       Examples:                                             Target audience:
pouring in and non-profit/business/govt. alliances forming.      Jump$tart Coalition                                   Children
                                                                 America Saves Coalition                               Adult bank users
Almost all of the curriculum (900 different programs) deal
                                                                 Operation Hope                                        Low income/minorities (Southeast)
with same 90% simple financial concepts: creating "good
debt" and asset building. Nearly none address critical
thinking based on other than wealth accumulation.

      Three main financial literacy market segments:
Almost all financial institutions/advisors now have online or in-person curricula:                                     Emphasize investing
Debt counseling services/classes are mushrooming since bankruptcy bill passed:                                         Emphasize living within means
Schools (and community development non-profits increasingly developing asset-building classes):                        Emphasize "responsible" debt and building credit rating (mortgages, credit cards)

Overall conclusions:

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                                                                              NRM Market Assessment

Our program is unique in it's comprehensiveness (no gap between hand, head and heart) and track record of successes.

Most of the curricula out there is ripe to cause disillusionment due to 1) real estate market crash 2) stock market volatility 3) inflation, etc.

There is a wealth of information and tools out there -- we can partner/refer, rather than compete/reinvent.

There are very few one-on-one mentoring programs, most individual advice is prescriptive, not necessarily empowering (consumer debt counseling, investment management, etc.)

There's a lot of money/interest/need out there for this work.

Viral marketing opportunities are rife, but involve regular maintenance/input.




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                                                                                                                                                                                                        Friends of the Children
                                                                                                                                                                                                       Brief Market Assessment
                                                                                                                                                                                                                 March 6, 2006




                                                     Program/Services/Curriculum/                                                                                                             Funding Model (if non-profit/social venture or for
   Market Characteristics Summary                                                                                 Audiences Targeted                   Mission/Key Messages
                                                     Methodology                                                                                                                                                   profit)                       Products in addition to program/curriculumAnalysis of content                                                                  Relationship to NRM           URL

THIS IS ONLY A SAMPLING - REFER to FULL ASSESSMENT DOCUMENT for MORE DATA.



Simple Living
Programs/Organizations
                                                                                                                                                                                                                                                                                                                                                                                                              www.simpleliving.net

Simple Living Network                                                                                                                                                                                                                                        online forum, links to "partner" organizations, YMOYL                                                              Sells NRM products, hosts
                                                     Clearinghouse for voluntary simplicity products,                                                                                                                                                        online study groups, database of VS and YMOYL            Not very pretty, but full of information, products hard   community forum, online
                                                     organizations.                                       cultural creatives                                                               for profit, also provides free services
                                                                                                                                                  providing resources, tools, examples and contacts for conscious, simple, healthy and restorative living.   study groups                                             to navigate                                               study groups
                                                                                                                                                                                                                                                                                                                                                                                                              www.simpleliving.org
                                                     SLOW network: Motivational Speakers,                                                         equips people of faith to challenge
Alternatives for Simple Living
                                                     Workshop Leaders, Event Organizers, Project                                                  consumerism, live justly and celebrate                                                                     resource guide, books, videos, CDs; newsletter, blog,
                                                     Workers and Discussion Group Consultants             Christians, congregation organizers     responsibly                                 np, membership model, volunteer staff                          speaker/event clearinghouse                              Aligned. Comprehensive.                                   Grant recipient
                                                                                                                                                                                                                                                                                                                                                                                                              www.simplelivingamerica.org
                                                     Partner anti-Martha Stewart PBS television                                                                                                                                                                                                                                                                                 Helped NRM found Sforum,
Simple Living America (Seeds of Simplicity)/         series w/ house party promo model, and with                                                                                                                                                                                                                                                                                founder Cecile has volatile
Simple Living w/Wanda Urbanska                       university research projects and Cornell-based       Middle class educated looking for       Fosters balance and fulfillment in a                                                                                                                                                                                          relationship w/Vicki/felt
                                                     advocacy org CRESP.                                  simpler life                            complex world                               np, membership model, partner with Cornell U and VU.           Books, groups, house parties, newsletter, blogs                                                                    unreciprocated support
                                                                                                                                                                                                                                                                                                                                                                                                              www.newdream.org
                                                                                                                                                  We offer resources that make it easier to
Center For A New American Dream                      Comprehensive mainstream network & website                                                   live consciously, buy wisely, and join                                                                     Clearinghouse for information and resources, online &    Tons of resources, comprehensive anti-consumerism NRM helped start CNAD. As
                                                     to encourage shift against conspicuous and toxic                                             with others in the New Dream                                                                               local community, green living impact tracking(!),        information, many ways to be involved/feel part of a of 4/07 listed as partner on
                                                     consumption to greener, simpler living.          Mainstream families                         Community trying to make a difference. np                                                                  advocacy and issue campaigns                             community.                                           website
                                                                                                                                                                                                                                                                                                                                                                                                              www.cecileandrews.com

Simplicity Circles (Cecile Andrews)                  Simplicity Circles, small groups of people who                                               Form strong supportive networks to                                                                                                                                                                                            Ally, peer pioneer in VS
                                                     gather together to help each other simplify their                                            encourage lives that are inwardly rich                                                                     Books: Circles of Simplicity; Slow is Beautiful, study                                                             movement, (co-founded
                                                     lives                                                Vol. simplicity cultural creatives      and outwardly simple                        np                                                             guides, podcast.                                         Aligned. Comprehensive.                                   SF?)
                                                                                                                                                                                                                                                                                                                                                                                                              www.ibuydifferent.org

I Buy Different
                                                     Teaches kids to be different and think for                                                   You can make an impact on the world                                                                        Ways to track impact, teams, local events, radio         Hip. Lots of information. Talks up to kids instead of
                                                     themselves in how they spend money.                  Teens                                   through how you spend money                 np - project of CNAD and World Wildlife Fund                   stories.                                                 dumbing down. Appeals to teen rebellious nature.          NRM helped start CNAD.
                                                                                                                                                                                                                                                                                                                                                                                                              www.whywork.org
                                                                                                                                                  Actively promote alternatives to the
Why Work?                                                                                                                                         wage slavery mindset and "The Cult of
                                                     nformation, support, and resources for those                                                 the Job" which automatically equates                                                                                                                                Counter-cultural, comprehensive (pf to school to
                                                     looking for alternatives to traditional employment. Rebels                                   having a job with making a living.          np                                                             Web, resource list, online forum, articles, advocacy     social), personal and cultural
Financial Education
Programs/Organizations specific financial
planners or firms that focus on value or ethically
based planning & investing
                                                                                                                                                                                                                                                                                                                      Practical, basic common sense. Many YMOYL
                                                                                                                                                                                                                                                                                                                                                                                                              www.daveramsey.com
                                                                                                                                                  ALL DEBT IS BAD. Financial Peace:                                                                          counseling (certification program), classes, web, dvd,   appreciate his advice on "snowball" debt repayment
Dave Ramsey                                                                                                                                       Beat debt…Build security, then serve                                                                       video, workbooks, "envelope system" wallet kit, family   & cash-flow planning. Addresses generosity as key
                                                                                                                                                  others. Keep investments simple - no                                                                       & kid starter kits, radio & pod show, 60 Minutes         to prosperity. Christian in language but not overt in
                                                     Snowball debt reduction "step" program.              Christians in debt                      real estate, etc.                           FP, cross-marketing, memberships                               appearances, programs for church finances                marketing.                                                none.
                                                                                                                                                                                                                                                                                                                                                                                                              www,artofabundance.com
                                                                                                                                                  Dedicated to Enhancing the
Art of Abundance (Paula Langguth Ryan,                                                                                                            Performance, Success and Abundance
protégé of Catherine Ponder)                         new age prosperity/recovering from                                                           of Individuals, Organizations and Teams                                                                    book, cd, workshops, coaching, newsletter,               "Law of Attraction" based program, advice, coaching.
                                                     bankruptcy/tithing to abundance                      New-age debtors                         Worldwide                                FP                                                                teleseminars                                             Affirmations, meditations, music.
                                                                                                                                                  “We will help individuals improve the
                                                                                                                                                                                                                                                                                                                                                                                                              www.managingmylife.com
                                                                                                                                                  quality of their lives and help them                                                                                                                                $=Uses sleep audio programming. Workbook covers
Managing My Life Programs: Managing Your             library of quality wellness resources to help                                                become higher productive achievers.                                                                                                                                 basics. At least pays lip service to aligning values.
Money                                                individuals improve the quality of their lives and                                           We will do this by providing individuals                                                                                                                            Encourages non-earned income (not sure if real
                                                     improve their productivity                           New age individuals and organizations   and organizations with a library of      fp, affiliate marketing                                           dvds, wkbks, coaching, newsletter, affiliate program     estate).                                              Listed as SLN partner
                                                                                                                                                  Having a balanced and values-centered                                                                                                                                                                                                                       www.sharesavespend.com
                                                                                                                                                  approach to financial matters means
Share. Save. Spend. (Similar to Moonjar)             Seminars, curriculum, study guides &                                                         aligning what you care about with how
                                                     paraphrenalia to get parents to teach kids values-                                           you use your money. This becomes
                                                     based financial decision making skills. Aligned                                              seriously complicated by the                                                                               share/save/spend piggybank and other paraphrenalia                                                                 Member of SF, YMOYL
                                                     w/YMOYL.                                           Kids/parents                              compounding pressure on young people FP                                                                    like grandparents-child journal.                         Holistic, aligned w/YMOYL. $lit: Your Values, Your
                                                                                                                                                                                                                                                                                                                      Very comprehensive. Free                                  devotee
                                                                                                                                                                                                                                                                                                                      Choices, Your Money begins by building the                                              http://www.thrivent.com/frater
                                                                                                                                                                                                                                                                                                                      foundation for making meaningful choices about                                          nal/churchcommunity/curricul
                                                                                                                                                                                                                                                                                                                      money management by focusing on a person’s                                              um.html
Thrivent Financial for Lutherans
                                                                                                                                                  "Delivering the financial expertise that                                                                   Insurance, banking, investing, financial education,      values and goals and the application of stewardship
                                                     Comprehensive suite of business lines revolving                                              helps our members and communities                                                                          planning services, charitable giving (targeting          to financial decision-making. Finally, the impact of
                                                     around values-based financial management             Lutherans                               thrive"                                     FP "Fraternal benefit organization"                            Lutherans) and volunteerism chapters                     consumerism is woven throughout the curriculum            none.
Financial Education
Programs/Organizations - (asset-building
programs, not nec. Values based)
                                                     coalition of consumer and community
                                                     organizations, corporations, business
                                                     organizations, federal, state and local
National Partners for Finanical Empowerment          governments, and non-profit groups dedicated to
                                                     helping improve personal finance skills, including                                           The key objective of NPFE is to bolster
                                                     money management, saving, investing and                                                      and support the work of its participating
                                                     credit                                             financial lit orgs                        organizations                               np                                                             Very corporate-oriented
                                                                                                                                                                                                                                                                                                                                                                                                              http://www.jeanchatzky.com/
                                                                                                                                                                                                                                                                                                                      Dumbed down. Covers bottom of barrel basic math
                                                     journalist, author and motivational speaker offers                                           There are only four things you need to                                                                                                                              and $concepts. Targetted to unliberated women,
Jean Chatzky: Make Money Not Excuses, in             advice, book, weekly tv/radio appearances on                                                 do: Make a decent living, spend less                                                                                                                                doesn't address underlying behaviors. Advocates
conjunction w/"Oprah's Debt Diet"                    TODAY, Oprah. Organizes "MONEY GROUPS"                                                       than you make, invest the money you                                                                                                                                 women should have own accounts, invest in own
                                                     to save and become "savvy shoppers". Oprah's                                                 don't spend, and protect your financial                                                                                                                             IRAs (even if not earning income) maximize income
                                                     debt diet tracks debt payoff.                      Women TV watchers                         world                                       FP, website membership, affiliation with Oprah                 web, Q&A, section within Oprah's website                 and "work more".                                          none.
                                                                                                                                                                                                                                                                                                                                                                                                              www.napfa.or
National Association of Personal Financial
Advisors (NAPFA)                                     Certification, training, resources, referrals for                                            "Dedicated to the advancement of Fee-                                                                      Conferences,affiliations, (CONSUMER EDUCATION
                                                     PFAs                                                 PFAs                                    Only comprehensive financial planning"      FP, membership & affiliations                                  FDTN GRANTS)                                             Need a membership to view.
                                                                                                                                                  The goal of the campaign is to convince                                                                                                                                                                                                                     www.americasaves.org
                                                                                                                                                  all Americans that they can build wealth
America Saves Coalition                              nationwide campaign in which a broad coalition                                               and to assist them in doing so. pay
                                                     of nonprofit, corporate, and government groups       Mainstream, and specific campaigns      down debt, build an emergency fund,
                                                     helps individuals and families save and build        like "Black America Saves" and          save for a home, save for an education, NP, grant from GE Consumer Finance. 1000+ coalition, NPs,          Track savings goals online, qtrly newsletter, access to
                                                     wealth.                                              "Military Saves"                        or save for retirement.                  banks & C.U.s, tie in with Black Entertainment TV, US military    free advice, notification of local resources, etc.      Very basic.
                                                                                                                                                                                                          Friends of the Children
                                                                                                                                                                                                         Brief Market Assessment
                                                                                                                                                                                                                   March 6, 2006




                                                                                                                                                    "We hope to help educators, home                                                                                                                                                                                                                               www.teachingmoney.com
                                                                                                                                                    schoolers, parents and guardians,
Teaching Money.com                                                                                                                                  individuals, and institutions teach money
                                                Online resources and curriculum for instructors                                                     skills, while reinforcing basic math,
                                                and parents teaching basic money skills or using                                                    reading, vocabulary, and other important                                                                      Money lessons, lesson plans, worksheets, interactive    Very comprehensive, very basic. Not values or
                                                money to teach other basic skills                Intructors, parents, financial advisors            life skills."                             FP                                                                 lessons, and informative articles                        critical-thinking based.
                                                                                                                                                                                                                                                                                                                                                                                                                   www.moneyinstructor.com


Money Instructor.com
                                                                                                                                                    Teach and learn money skills, personal
                                                                                                           Teachers, parents, guidance              finance, money management, business,                                                                          Money lessons, lesson plans, worksheets, interactive    Runs gamut of basic, to fiscal oversight to how these
                                                Curriculum for high school, earning                        counselors                               careers, real life skills, and more    FP, membership                                                        lessons, and informative articles                        skills can help careers, business writing skills, etc.
                                                                                                                                                                                                                                                                                                                                                                                                                   www.themint.org


The Mint


                                                Basic financial literacy website for kids                  Children & parents                                                                   Co-owned by National Council on Economic Education and Northwestern Mutual
"Living a Better Life" & Self-
Development Gurus
                                                                                                                                                                                                                                                                                                                                                                                                                   www.chopra.com
Deepak Chopra: Ayurvedic "science of life"                                                                 Mainstream, entertainment-oriented
teacher/advocate                                                                                           spiritual, self-development and health                                                                                                                                                                         Deep, mind-body holistic, spiritual, individual and
                                                Ayurvedic: meditation, nutrition, yoga.                    seekers                                                                             NP "Chopra Center"                                                of coincidence and karma to meet your life goals
                                                                                                                                                    bringing forth a better world through a combination of personal and social transformation. Harness the power Seminars, books, Q&A, certification, newsletter, spa,    cultural transformation.
                                                                                                                                                    The more each of us chooses to live
                                                                                                                                                                                                                                                                                                                                                                                                                   www.tranceofscarcity.org;
                                                                                                                                                    within a reality of sufficiency and
Victoria Castle: Trance of Scarcity/Castle                                                                                                                                                                                                                                                                                                                                                                         www.castleenterprising.com
                                                                                                           Executives, people who want              inclusion, the quicker we will break the                                                                                                                                                                                        VC is friends with VR, VR
Enterprises                                     3 Part method for curing "not enoughness"                  maximum effectiveness, cultural          Trance that now holds our world in its                                                                                                                                                                                          endorsed her book. Listed as
                                                through somatics & personal story analysis                 creatives                                sway.                                      fp                                                                book, tele-courses, seminars, indiv & corp. coaching     Holistic, aligned                                         SLN partner
                                                                                                                                                                                                                                                                                                                                                                                                                   www.marshasinetar.com
                                                                                                                                                    Sinetar's goal is to help us learn and live
Sinetar, Marsha - Spiritual work                                                                                                                    our true vocation by seeing our daily
                                                Do what you love and the money will follow and                                                      work in close connection with God's                                                                          The Center: library of spiritual classics aligned with
                                                many other books about the spiritual motivation for work   Spiritually oriented workers             work                                        fp                                                               Marsha's books
                                                                                                                                                                                                                                                                                                                                                                                                                   www.jimrohn.com

Jim Rohn: Motivational Speaker

                                                Motivational speaker:                             Business leaders, entrepreneurs                                                               FP, tie-ins with protégés                                        ezine                                                    business, leadership, inspirational coaching
                                                Motivational speaker, author: Erroneous Zones,                                                                                                                                                                                                                                                                                                                     www.drwaynedyer.com
                                                Meditations for Manifesting, Staying on the Path,
Wayne Dyer: Power of Intention                  Your Sacred Self, Everyday Wisdom, and You’ll                                                       nine principles for realigning your
                                                See It When You Believe It, Getting in the Gap,                                                     thoughts so that they correspond to your                                                                     Pod, newsletter, appearances, inspirational cards,
                                                10 Secrets for Success and Inner Peace, etc       Softer, spiritual style. New agers?               highest desires                          FP                                                                  dvds                                                     Devotee of Ram Dass, aligned message.
Simple Living/Living Simply Books
or Magazines
                                                                                                                                                                                                                                                                                                                                                                                                                   www.cecileandrews.com
Cecile Andrews: Slow is Beautiful; Circles of   Simplicity Movement primer, created study                                                           "It's all about how we need to slow down                                                                                                                              focus on building community, creating support for      Cecile leadership in
Simplicity                                      circles on simplicity that are very aligned/often                                                   from our crazed lifestyles and focus on Tie in with Simple Living America (looks like Seeds of Simplicity    Workshops, consultations, study group facilitation,      personal change, and engaging in critical thinking for Sustainability Forum, sells
                                                entwined with YMOYL circles                                cultural creatives                       what's important in our lives."          was absorbed into SLA)                                              articles                                                 societal change                                        through SLN
                                                Book goes beyond the books that tell you why to
                                                simplify and how to simplify your life. This is the
                                                book that tells all -- what has really happened in                                                  Compilation of research and opinions
Choosing Simplicity: Linda Breen Pierce         the lives of real people who have done it. How                                                      based on three years studying people
                                                does simplicity translate in our modern day-to-                                                     who have simplified their lives -- over
                                                day world? Can people who embrace this              Skeptics and those wanting role                 200 people from 40 states and eight                                                                                                                                   Overview of case studies - people living simplicity
                                                lifestyle sustain it over time?                     models in simplicity movement.                  countries                                FP                                                                  None.                                                    lifestyle.                                                Forward in book by Vicki
                                                                                                                                                    VS was the seminal work of the
                                                                                                                                                                                                                                                                                                                                                                                                                   www.awakeningearth.org
                                                                                                                                                    movement. Awakening Earth does
                                                                                                                                                    present the promising view that
Duane Elgin: Voluntary Simplicity (1981),                                                                                                           humanity is roughly halfway through
Awakening Earth (1993), Promise Ahead (200)                                                                                                         seven major transformations in culture
                                                                                                                                                    and consciousness required to build a                                                                                                                                                                                           Duane is member of
                                                Philosophical book that started the modern                                                          planetary civilization that can endure                                                                                                                                                                                          nominal NRM "advisory
                                                simplicity movement.                                       Educated thinkers                        into the deep future                     FP                                                                  Speaking                                                 The original classic                                      board"
                                                                                                                                                    Shows you how to integrate life and
                                                                                                                                                                                                                                                                                                                                                                                                                   www.bruceelkin.com
                                                                                                                                                    work. By shifting from solving problems
Bruce Elkin: Simplicity & Success (2006)        Book approaches VS not from problem solving,                                                        to creating what matters most, Elkin
                                                but from envisioning & goal setting written by    People who want simplicity without                takes you beyond getting rid of what you                                                                                                                                                                                        YMOYL devotee, friend of
                                                "life coach."                                     "dropping out."                                   don't want. He shows you how to bring fp                                                                     Coaching, newsletter                                     Aligned w/YMOYL.                                          NRM.
                                                Typical women's magazine format and subjects,                                                                                                                                                                                                                             Simplistic magazine full of tons of "tips" about
                                                                                                                                                                                                                                                                                                                                                                                                                   www.realsimple.com
                                                but less emphasis on sex and fashion. "Its                                                                                                                                                                                                                                simplifying -- usually by purchasing services or
Real Simple Magazine                            concise, useful strategies, coupled with a clean,                                                                                                                                                                                                                         products. Not overtly about sustainability.
                                                inspiring design, focus on making busy women’s                                                                                                                                                                                                                            Simplistically sites research to advise the gamut: it's
                                                lives easier."                                    Women                                                                                        do ads                                                          TV, "organizer"
                                                                                                                                                    "In essence, Real Simple helps its readersFP, what they need to do, so they have more time to enjoy what they want to do." for storing tips and topics.               okay to use name recognition to select stocks, or         none.

A Reasonable Life: Toward a Simpler, Secure,                                                                                                        Argument for home gardens, family                                                                                                                                     Seems completely self-righteous rant. Exactly the
More Humane Existence by Ferenc Mate (200)                                                                 People who've become disillusioned       businesses, and living in the country as                                                                                                                              thing that turns off everyone but the most idealistic
                                                Simple living rant.                                        with American Dream.                     cure to all modern ailments.                FP                                                               None.                                                    puritanical back-to-the-lander.
Financial Independence/Intelligence
Books

Dave Ramsey: The Total Money Makeover, et.
Al.
                                                See above
                                                Teaching financial literacy basics, financial self-                                                                                                                                                                                                                                                                                                                www.suzeorman.com
Suze Orman: 9 Steps to Financial Freedom        determination ethos. "Save yourself first"                                                                                                                                                                                                                                Very practical steps for financial self-care. Addresses
(1992), etc.                                    response to co-dependent syndrome among                                                            Take responsibility for yourself, don't let                                                                   books, web, forms, "emergency box", tv, radio, IDAs      psychological reasons for behavior. Does not
                                                women.                                                     Women mainly                            fear run your financial life.               FP, tie-ins with Oprah                                            (through Ameritrade)                                     address larger social context as much.                  none.
                                                Money is a result of wealth or real value, and                                                     We are shaped by our attitude to
                                                                                                                                                                                                                                                                                                                                                                                                                   www.richdad.com
                                                sometimes only a symbol of it. It is not actually                                                  money, and our attitude to money is
Robert Kiyoasaki: Rich Dad Poor Dad, series     real. What is real is what has generated the               People who resent their parents? (just shaped by our fear. If we could change                                                                                                                                  Covers financial intelligence and independence very
                                                money: a business with revenues greater than               kidding) People who don't want to be in our attitudes to risk and wealth, we                                                                                                                                   well, but no mention of values, community, social
                                                costs, a property with rent greater than mortgage          the rat race.                           could begin to think, act and live like the FP, membership                                                    Workshops, games, web community, webinars                responsibility.                                           None.
                                                                                                                                                                                                                                                                                                                                                                                                                   www.naphill.org
                                                Positive attitude motivational speaker of early
Napoleon Hill: Think and Grow Rich (1937)
                                                20th C.
                                                                                                           Business leaders, entrepreneurs          Positive mental engagement is key           "Foundation"                                                     b classes online courses groups                          Classic of motivational speaking genre.                   none.
                                                                                                                                                                                              Friends of the Children
                                                                                                                                                                                             Brief Market Assessment
                                                                                                                                                                                                        March 6, 2006




Stanley & Danko: The Millionaire Next Door        research statistics and case studies prove                                                                                                                                                                                                              Very heartening, practical, myth and hype-busting.
                                                  millionaires are normal, practical people who                                                                                                                                                                                                           No advice, just data. POORLY written though,
                                                  have high net worth, not high consumption                                                                                  FP                                                                                                                           dull,poorly organized…
                                                                                                                                         seven common denominators among those who successfully build wealth: including millionaires live below their means. They budget. They let their adult children make it on their own

Catherine Ponder: The Dynamic Laws of
Prosperity (1962) The Millionaires of Genesis,    Books teaching that prosperity was first and                                                                                                                                                                                                                 One of the original positive thinking classics, from
etc.                                              foremost a state of mind; a mindset of lack could Originally, Unity Church members                                                                                                                                                                           Christian perspective, that is now supposedly
                                                  only manifest negative results.                   (new age Christians)                                                         FP                                                                   More books                                               discovered that money "The Secret".
                                                                                                                                         Mammon is wealth that is worshipped for its own sake; it is wealth without God. Prosperity thinking, on the other hand, puts God first as the source of our supply. Why not admitin things like is important, and that it is basic to living a good life, wonderful if rightly used?
                                                  personal finance wisdom in the form of
George Clason: The Richest Man In Babylon,        parables.These nuggets of wisdom were
1926                                              originally distributed as pamphlets at banks and
                                                  insurance companies during the 1920s.              Mainstream financial consumers.                                                 get
                                                                                                                                         you can live off your income, but you can'tFP wealthy off your income. You only get wealthy by investing                                                                  Standard, ageless, common thinking


Loral Langemeier: The Millionaire Maker, series   emphasizes aggressive, high-risk, multilateral                                                                                                                                                                                                                   Horrible! Does not address any of the factors of risk
                                                  investing and entrepreneurship and not to worry                                                                                                                                                                                                                  and psychological self-sabatoging that causes people
                                                  about debt                                         People wanting to get rich quick.                                                                                                                                                                             to lose as fast as they make.

James Steamer: Wealth on Minimum Wage
(1997)                                            Financial mgt for the average person with low      Low to lower-middle income young
                                                  income                                             adults                              tips on saving, spending, credit, taxes, and more, so even a small salary can be stretched for lasting financial security                                                 He walks his talk.
                                                                                                                                                                                                                                                                                                                   Eker believes that we each possess a “financial
                                                                                                                                                                                                                                                                                                                                                                                                           www.millionairemind.com
                                                                                                                                                                                                                                                                                                                   blueprint”, an internal script that dictates how we
T. Harv Eker: Secrets of the Millionaire Mind (                                                                                                                                                                                                                                                                    relate to money. This blueprint is created through
                                                  Motivational advice adopt mental attitudes that                                                                                                                                                                                                                  lifelong exposure to money messages. Change it.
                                                  facilitate wealth.                                                                                                                 fp, inner world! A lack                                            Seminars, books, certification program
                                                                                                                                         Your outer world is simply a reflection of youraffiliate marketing of money is not a problem, it is merely a symptom of what's going on underneath!                       Eker counsels for admiration and against resentment,

				
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