Killing Sacred Cows 2.0 Paperback

The 9 Money Myths Keeping You Broke

Most financial advice follows a formula: cut spending, max out your 401(k), ride the market for 30 years, and hope you have enough. Garrett Gunderson calls these “Sacred Cows” — unquestioned beliefs that sound safe but quietly destroy prosperity. In this book, he challenges nine of them:

1. The Finite Pie — The belief that resources are limited and wealth is zero-sum. In reality, exchange creates wealth. Collaboration beats competition.
2. Money Is Power — Money isn’t power. It’s a receipt — a by-product of value created by people.
3. It’s All About the Numbers — Net worth is meaningless if it can’t create cash flow. Prosperity has more to do with happiness than account balances.
4. The Long Haul — “Set it and forget it” is more dangerous than ever. Wall Street follows cash flow rules for itself but teaches accumulation to you.
5. A Penny Saved — Budgeting is like dieting — it creates scarcity and eventually fails. You can’t shrink your way to wealth.
6. High Risk = High Returns — “How in the world does increasing your chance of losing help you win?” Risk is in the investor, not the investment.
7. Self-Insurance — There’s no such thing as self-insurance. Either you have insurance or you don’t.
8. Debt Is Bad — Having a loan and being in debt are two different things. A loan on an asset worth more than the loan is equity, not debt.
9. Financial Security — True security comes from within — your ability to create value and solve problems. External “security” is an illusion.

Here’s what you’ll discover along the way:

• A 401(k) is not the “safe” and “smart” plan you’ve been told it is. Learn to create safer investments that are collateralized, cash-flowing, controllable, and aligned with your expertise, passion, and purpose.
• Conventional retirement planning strategies are probably keeping you from the retirement you really want. You can maximize the productivity of your resources, reduce risk, and retire well with the right education and a proper plan.
• Net worth is a poor indicator of wealth. What matters is cash flow — and this book will teach you how to develop it.
• Debt may not be what you think it is. A loan on an asset worth more than the loan is equity, not debt.
• “High risk equals high returns” is dangerous dogma. Learn how to increase your returns and reduce your risk through smart, value-based investing.

What’s New in the 2.0 Edition

The original Killing Sacred Cows was published in 2008. The 2.0 edition is a complete rewrite with:

• Updated examples and data for today’s economy
• New stories from Garrett’s personal journey — including the 2008 crisis, losing everything, and rebuilding
• A bonus chapter on the 401(k) — 13 specific problems with America’s favorite retirement plan, including why your 401(k) is really a 201(k) after taxes
• Deeper coverage of the Producer Paradigm and the Value Equation
• Practical frameworks: Cash Flow Index, Financial Fitness stages, the Wealth Capture Account

Who This Book Is For

This book is for anyone who has followed the mainstream financial playbook and still feels stuck. If you’ve been told to save more, spend less, and wait — and the math still isn’t working — Killing Sacred Cows will show you why. It’s especially relevant for:

• Entrepreneurs who need cash flow, not locked-up retirement accounts
• High-income professionals who earn well but don’t feel wealthy
• Anyone questioning the 401(k) and wondering if there’s a better path
• People tired of budgeting who want to focus on building, not restricting

By the time you’re done reading, you’ll know more about personal finance than most financial advisors — and that’s no joke. You’ll discover how to take control of your finances now, instead of deferring your life to some distant retirement date.

What Readers Are Saying

“I found this to be thoroughly groundbreaking. It does a phenomenal job of tying together value creation and abundance mindset in financial terms.” — Frisco, Goodreads

“This book motivated me to be a creator and producer of value. When you strive to create value in the world, money naturally follows.” — James D., Goodreads

“His premise of value creation and human life value is excellent. YOU are your biggest asset.” — Dorothy V., Goodreads

“I put this book up there with Rich Dad Poor Dad in the amount of aha moments. Great, great read.” — Chris E., Goodreads

“This book will get you re-examining your wealth-building philosophy about 401Ks and IRAs. Everyone should be financially responsible and proactive.” — Tim Z., Goodreads

“The author teaches that happiness equals prosperity, not money! An uplifting book about investing in ourselves and human life value.” — Rachel, Goodreads

About the Author

Garrett Gunderson is a New York Times and Wall Street Journal bestselling author. He grew up in a fourth-generation coal mining family in rural Utah, founded and sold an INC 500 financial firm, and has written 10 books. His work focuses on cash flow over net worth, value creation over accumulation, and building a life you don’t want to retire from.

Frequently Asked Questions

What are the 9 myths in Killing Sacred Cows? The nine myths are: The Finite Pie, Money Is Power, It’s All About the Numbers, The Long Haul, A Penny Saved, High Risk = High Returns, Self-Insurance, Debt Is Bad, and Financial Security. Each represents an unquestioned belief about money that Garrett challenges with evidence and alternative strategies.

Is this the same as the original Killing Sacred Cows? No. Killing Sacred Cows 2.0 is a complete rewrite with updated data, new stories, and a bonus chapter on the 401(k). If you read the original, the 2.0 edition has significant new material.

Is Killing Sacred Cows worth reading? It’s a New York Times bestseller with 1,000+ ratings. If you’ve ever questioned mainstream financial advice — the 401(k), budgeting, “debt is bad” — this book provides a direct, evidence-based alternative.

Who should read this book? Entrepreneurs, high-income professionals, and anyone who earns well but doesn’t feel wealthy. If you’re following the accumulation model (save more, spend less, wait 30 years) and it’s not working — this book explains why and what to do instead.