The Business Week Best-Seller List

Mining years of research on america's affluent, Thomas J. Stanley hit pay dirt in 1996 with The Millionaire Next Door. The former marketing professor is back now with The Millionaire Mind, No. 2 on this month's hardcover list, which digs deeper for common traits of the self-made rich. Stanley surveyed 5,063 choice households, then sifted 1,001 full responses, 733 from millionaires, isolating each grain of data. What factors did this spreadsheet-empowered Horatio Alger find matter? Integrity, tenacity, social skills, discipline, a good marriage, sound home buying, frugality, and thinking differently in a vocation you love. High IQ or SAT scores don't seem to matter much.

He shares plenty of engaging anecdotes. My favorite is his tale of how on Halloween, at age 9, he hit on his vocation by venturing beyond his Bronx (N.Y.) neighborhood to a ritzy one. He found himself mask-to-face with James Mason, the actor. Mason had no candy, but Stanley made off with handfuls of coins--''the equivalent of what we would have received if we had trick-or-treated at 300 blue-collar households.'' He's still at it. But do the things that correlate with affluence really cause it? If decamillionaires exercise the most, is that cause or effect? Also, when Stanley's wealthy say ''being honest with all people'' is key to their success, would their employees, clients, and rivals agree? Such details don't dent the book's fun. Just don't try taking its findings to the bank.



1 WHO MOVED MY CHEESE? by Spencer Johnson, M.D. (Putnam $19.95) Learning to accept change.

2 THE MILLIONAIRE MIND by Thomas J. Stanley, PhD (Andrews McMeel $26.95) The values of the wealthy revealed.

3 THE NEW NEW THING by Michael Lewis (Norton $25.95) Silicon Valley and its representative man, Jim Clark.

4 THE CLUETRAIN MANIFESTO by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger (Perseus $23) The Web is a conversation--one that's changing markets.

5 THE ROARING 2000s INVESTOR by Harry S. Dent Jr. (Simon & Schuster $25) Taking advantage of global demographic trends.

6 FIRST, BREAK ALL THE RULES by Marcus Buckingham and Curt Coffman (Simon & Schuster $25) A Gallup investigation into managerial success.

7 SIX SIGMA by Mikel Harry, PhD, and Richard Schroeder (Currency $27.50) How improvements in quality can boost profits.

8 THE GORILLA GAME by Geoffrey A. Moore, Paul Johnson, and Tom Kippola (HarperBusiness $27) Spotting the hottest high-tech stocks, in a revised edition.

9 GUNG HO! by Ken Blanchard and Sheldon Bowles (Morrow $20) How Walton Works No. 2 fired up its employees.

10 THE INTERNET BUBBLE by Anthony B. Perkins and Michael C. Perkins (HarperBusiness $27) A shakeout is coming, say the editors of Red Herring.

11 BLOWN TO BITS by Philip Evans and Thomas S. Wurster (Harvard Business School $27.50) How the Internet is reshaping business models.

12 THE 9 STEPS TO FINANCIAL FREEDOM by Suze Orman (Crown $23) Practical and ''spiritual'' steps for managing money.

13 CUSTOMERS.COM by Patricia B. Seybold with Ronni T. Marshak (Times Business $27.50) A consultant's analysis of successful e-business practices.

14 THE INNOVATOR'S DILEMMA by Clayton M. Christensen (Harvard Business School $27.50) Anticipating new technologies' disruptive effects.

15 PERMISSION MARKETING by Seth Godin (Simon & Schuster $24) Give customers an incentive to hear your message, says a Yahoo! executive.


1 THE MILLIONAIRE NEXT DOOR by Thomas J. Stanley, PhD, and William D. Danko, PhD (Pocket Books $14) The simple ways of the wealthy among us.

2 RICH DAD, POOR DAD by Robert T. Kiyosaki with Sharon L. Lechter, CPA (TechPress $15.95) Teaching your kids the rules of money that the rich play by.

3 THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside $14) Habitually popular.

4 THE MOTLEY FOOL INVESTMENT GUIDE by David and Tom Gardner (Fireside $13) The online duo put it on paper.

5 THE WALL STREET JOURNAL GUIDE TO UNDERSTANDING MONEY AND INVESTING by Kenneth M. Morris and Virginia B. Morris (Fireside $15.95) Concise explanations enriched with graphics.

6 THE ERNST & YOUNG TAX GUIDE 2000 by the Tax Partners and Professionals of Ernst & Young LLP (Wiley $15.95) Home-office deductions, anyone?

7 INVESTING FOR DUMMIES by Eric Tyson (IDG Books $19.99) From stocks to small business--with cartoons, too.

8 WHAT COLOR IS YOUR PARACHUTE? 2000 by Richard Nelson Bolles (Ten Speed Press $16.95) The enduring job-search bible.

9 THE ROARING 2000s by Harry S. Dent Jr. (Touchstone $14) Why the good times won't go away.

10 24 ESSENTIAL LESSONS FOR INVESTMENT SUCCESS by William J. O'Neil (McGraw-Hill $10.95) The founder of Investor's Business Daily offers wisdom on stock-picking.

11 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin $12.95) A Harvard team's step-by-step guide to conflict resolution.

12 THE ONE MINUTE MANAGER by Kenneth Blanchard, PhD, and Spencer Johnson, M.D. (Berkley $12.95) Three management techniques, conveyed in brief story form.

13 SMART WOMEN FINISH RICH by David Bach (Broadway Books $13) A Morgan Stanley Dean Witter senior vice-president's personal-finance guide for women.

14 J.K. LASSER'S YOUR INCOME TAX 2000 by the J.K. Lasser Institute (Wiley $14.95) Why can't they put bigger erasers on these pencils?

15 CROSSING THE CHASM by Geoffrey A. Moore (HarperBusiness $16) Marketing high-tech products to the masses.

BUSINESS WEEK's Best-Seller List is based on a survey of chain and independent booksellers that carry a broad selection of books on economics, management, sales and marketing, small business, investing, personal finance, and careers. Well over 1,000 retail outlets nationwide are represented. Current rankings are based on a weighted analysis of unit sales in February.

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