If you could be assured of confidently reaching or exceeding every financial goal you value while living a lifestyle that demands as little personal sacrifice as possible, would you be interested? Your immediate response was probably 'of course I would.' Who wouldn't right? But while everyone wants to reach their ideal aspirations, few behave in ways that are likely to get them there.

The financial services industry defines success quite simply in terms of returns – specifically by how much higher the winner’s returns are relative to all those others out there. With returns as the cornerstone of measuring success, the industry spends millions and millions of dollars bettering its methods of comparing the returns of investment choices, managers, and advisors in hopes that in selecting the best, their clients will be better served.