SOURCE: Fisher Investments

Fisher Investments

August 29, 2011 20:09 ET

Fisher Investments CEO Ken Fisher's Next Book Available for Pre-Order

Bestselling Author Shows How Market History Can Be a Critical Tool to Make Better Investing Decisions

WOODSIDE, CA--(Marketwire - Aug 29, 2011) - Bestselling author, 27-year Forbes columnist and Fisher Investments CEO, Ken Fisher, recently announced his eighth book will be released in November 2011 from John Wiley and Sons: Markets Never Forget (But People Do): How Your Memory Costs You -- and Why This Time Isn't Different. The book is now available for pre-order through Amazon or Barnes and Noble.

In Markets Never Forget (But People Do), Fisher explains how investors commonly fall prey to the very normal human tendency to forget lessons from even the very recent past. Memories are over-archingly short. Fisher also discusses why investors, as a group, usually make the same mistakes again and again. For example, he writes that every bear market in history is in many ways unique with unique drivers. However, despite many differences, investors' reactions to bear markets through time are very similar.

"This tendency to forget even very recent events is what behavioralists refer to as myopia," Fisher said. "Myopia can lead to serious investing errors, like panicking and selling at market lows or being overly euphoric at the wrong times, as well as myriad smaller errors."

Fisher further stated, "The goal in investing is never to be error-free; such a thing is impossible. Investors who bank their futures on never making mistakes will surely be disappointed. Rather, the goal in investing is to reduce your error rate and be more right than wrong. Markets Never Forget (But People Do) simply provides one more tool investors can use to help shape better forward-looking expectations."

Ken Fisher is author of four previous New York Times bestsellers: Debunkery: Learn It, Do It and Profit From It (Wiley, 2010), How to Smell a Rat (Wiley, 2009), The Ten Roads to Riches (Wiley, 2008), and The Only Three Questions that Count (Wiley, 2006). More information about Ken Fisher's books can be found at

About Fisher Investments

Founded in 1979, Fisher Investments is an independent, privately-owned money management firm with more than $44 billion (as of 6/30/11) under management. Fisher Investments maintains two principal business units, Fisher Investments Institutional Group and Fisher Investments Private Client Group, which serve a global client base of diverse investors. Fisher Investments' clients include over 100 large institutions and over 25,000 high net worth individuals. Founder and CEO Ken Fisher has written the Forbes "Portfolio Strategy" column for 26 years, has written 7 books on investing and personal finance (4 of which are bestsellers), and was recently named by Investment Advisor magazine as one of the 30 most influential industry individuals in the last 30 years (Thirty for Thirty, May 2010). For more information visit

About John Wiley and Sons

Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Wiley and its acquired companies have published the works of more than 450 Nobel laureates in all categories: Literature, Economics, Physiology or Medicine, Physics, Chemistry, and Peace. Wiley's core businesses publish scientific, technical, medical, and scholarly journals, encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and Web sites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley's global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada, and Australia. The Company's Web site can be accessed at The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.

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