well start 10 mutual funds each with randomlychosen stocks later well build our advertisements around whichever one does the best purely by chancemy goal is to be the premier provider of imaginary expertise im sure some indian mutual fund ceos will recognise this strategy from personal experience clearly scott adams has a deep understanding of a lot more than office lifethe author has written about per sonal finance for over two decades he is the founder and ceo of value research to form a mental model of certainly harder than cars if we understand exactly how a service works who is the provider who is the seller how they make money and how they will try to make more money and specially where you fit into their scheme of things only then we can make better decisionsthe author is the founder and ceo of value research