What The Wealthy STILL Know to Be True/Getting Acquainted with the Millionaire Next Door
- What millionaires really do—what they buy, how they invest, how they live
- Why attitude is more important than net worth
- What it means to be richer than a millionaire
Customized Programs for Financial Professionals, Affluent Individuals, Non-Millionaires and College Students.
Video: Contact Us
About Dr. Danko:
Dr. William D. Danko is a much-sought after adviser on marketing and the behavior of the affluent. He co-authored The Millionaire Next Door, a research-based book about wealth in America that has been ranked as a bestseller by The New York Times for more than three years. Four million copies have been sold and it continues to be featured in national book chains. His publications have appeared in the Journal of Consumer Research, Journal of Business Research, Journal of Advertising Research, and other leading journals.
The popular perception of millionaires—spendthrifts indulging in extravagant lifestyles—remained prevalent for a long time, until The Millionaire Next Door was published. Based on years of research, William Danko demonstrated that millionaires don’t behave this way at all; in fact, most reject big-spending lifestyles and live well below their means.
Inducted into Omicron Delta Kappa honor society and Signum Laudis “in recognition of dedicated service to education and academic excellence,” and the winner of an “outstanding teaching” award, Dr. Danko has had the pleasure of sharing his thoughts about marketing since 1976 with nearly 10,000 students in courses.
Dr. Danko resides in upstate New York with his wife, and is the father of three adult children. None of them ask him for money.