These are presented as simply as possible. For some elaboration, Deeper.

Pages may be taken in any order but a suggested sequence is given by the green links.

Costs

The biggest enemy of returns is costs. Costs Matter explains why. Direct Costs and Hidden Costs give details.

Selling Games

In a modern, market-driven economy we must accept aggressive or misleading selling.

• Measurement explains the meaning of ‘Return’

• Data Games covers the misuse of ‘Return’ and other performance data

• Persuasion explains how words can be used to mislead you

• Hype covers some themes used to mislead