The Latte Factor: Why You Don't Have to Be Rich to Live Rich

The Latte Factor: Why You Don't Have to Be Rich to Live Rich

by David Bach, John David Mann


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Discover #1 New York Times bestselling author David Bach’s three secrets to financial freedom in an engaging story that will show you that you are richer than you think. Drawing on the author’s experiences teaching millions of people around the world to live a rich life, this fast, easy read reveals how anyone—from millennials to baby boomers—can still make their dreams come true.

In this compelling, heartwarming parable, Bach and his bestselling coauthor John David Mann (The Go-Giver) tell the story of Zoey, a twenty-something woman living and working in New York City. Like many young professionals, Zoey is struggling to make ends meet under a growing burden of credit card and student loan debt, working crazy hours at her dream job but still not earning enough to provide a comfortable financial cushion. At her boss’s suggestion, she makes friends with Henry, the elderly barista at her favorite Brooklyn coffee shop.

Henry soon reveals his “Three Secrets to Financial Freedom,” ideas Zoey dismisses at first but whose true power she ultimately comes to appreciate. Over the course of a single week, Zoey discovers that she already earns enough to secure her financial future and realize her truest dreams—all she has to do is make a few easy shifts in her everyday routine.

The Latte Factor demystifies the secrets to achieving financial freedom, inspiring readers to realize that it’s never too late to reach for your dreams. By following the simple, proven path that Henry shows Zoey, anyone can make small changes today that will have big impact for a lifetime, proving once again that “David Bach is the financial expert to listen to when you’re intimidated by your finances” (Tony Robbins, #1 New York Times bestselling author of Money: Master the Game).

Product Details

ISBN-13: 9781982120238
Publisher: Atria Books
Publication date: 05/07/2019
Pages: 160
Sales rank: 28,027
Product dimensions: 5.30(w) x 8.50(h) x 0.80(d)

About the Author

David Bach is one of the most trusted financial experts and bestselling financial authors of our time. He has written nine consecutive New York Times bestsellers with over seven million copies in print, including two #1 New York Times bestsellers, The Automatic Millionaire and Start Late Finish Rich. In addition to his books, David has impacted millions of people over the past two decades through his seminars, speeches, newsletters, and thousands of media appearances. He is also the cofounder of AE Wealth Management, regarded as one of America’s fastest-growing financial planning firms, and the founder of FinishRich Media, a website dedicated to revolutionizing the way people learn about money. Learn more at

John David Mann is coauthor of the beloved classic The Go-Giver, which has sold nearly a million copies in twenty-six languages and was awarded the 2017 Living Now Book Award’s Evergreen Medal for its “contribution to positive global change.” His books have sold more than 2 million copies and have earned the Nautilus Award, the Axiom Business Book Award Gold Medal, and Taiwan’s Golden Book Award for Innovation. Learn more at

Read an Excerpt

The Latte Factor

  • Boarding the L train to work Monday morning, as she did every day, Zoey took a sip of her double-shot latte and thought about the photograph.

    She thought about it for the full forty minutes it took to travel west and then south, from Brooklyn to her last stop in Lower Manhattan, and she thought about it as she stood to exit the train along with a thousand other passengers.

    What was it about that photograph?

    The subway car doors opened and Zoey became a drop in the ocean of commuters as it poured through Fulton Center, the hub where nearly every subway line in Lower Manhattan converged. The wave carried her along through the gray-tiled passageway and out into the huge open space below the World Trade Center, where Zoey stopped, rooted in place, as people flowed around her. She glanced up at the cavernous ceiling. It looked like the ribs of an enormous bird cast in white steel, a phoenix risen from the ashes of 9/11.

    She began moving again, feeling the hugeness of the place as she walked. Six hundred feet of pure white Italian marble. It was like being in a gigantic cathedral.

    The Oculus. Gateway to one of the most famous memorials and tourist destinations in the world. Zoey passed through it every day—twice, in fact: once on the way to work and then again on the way home—yet she’d never really stopped to take it in.

    She entered the white marble–lined West Concourse passageway, with its enormous LED wall display to her left, nearly a football field in length. Normally she ignored the constant rotation of advertisements and public service announcements, intent only on getting to the escalator. Today the image splashed across the big screen made Zoey stop in her tracks once more.

    The picture showed a fishing boat, complete with crew and nets—very much like the boat in that photograph, the one she couldn’t get out of her mind. Only, rather than rocking in the water at dockside, this boat sat stranded in the middle of a desert.

    Strange, thought Zoey. Strange, and strangely unsettling.

    As she watched, giant letters scrolled across the image, spelling out a message:

    If you don’t know where you’re going, you might not like where you end up.

    Moments later the image dissolved, replaced by more ads.

    Zoey walked on.

    Reaching the end of the passageway, she stepped onto the escalator, which carried her two stories up and into the sunlit glass atrium. She walked outside and turned back toward West Street, the sun in her eyes, to face the building where she worked. One World Trade Center, the tallest building in the Western Hemisphere. This was her daily routine. She loved standing in this spot, tipping her head way back and looking straight up, trying to see the top of the enormous tower as it stretched toward the sky.

    Today, though, her mind was elsewhere.

    If you don’t know where you’re going, you might not like where you end up.

    It was an ad for something—insurance company, car company, travel app, she couldn’t quite remember what. Hadn’t Jessica had something to do with that slogan? It seemed to her that this was one of Jess’s accounts, whatever it was they were advertising. Yet this morning somehow it felt like a personal message directed right at Zoey. And it gnawed at her.

    Just like that photograph. The one she couldn’t get out of her mind.

    She suddenly remembered the latte in her left hand and took a sip. It had gone cold.

    Normally she would now cross the street, enter the building, and take the elevator up to her office on the thirty-third floor. Today she diverted from her usual path. After crossing over West Street, she took a sharp right, heading away from One World Trade, and walked toward the reflecting pools, the two enormous square fountains built on the precise footprints of the original Twin Towers, bordered by short black marble walls with an endless stretch of names carved into their top surfaces.

    The 9/11 Memorial.

    She stopped at the north pool and looked down at the surging water below. Felt the surface of the marble and read the first dozen names. There were so many of them. Thousands of people had died here, in those dark days of September 2001. Zoey had been in grade school then. She glanced over at the great ribbed wings of the Oculus jutting up among the skyscrapers a block away.

    Why did everything look so different to her today?

    If you don’t know where you’re going, you might not like where you end up.

    Where exactly was it that Zoey was going? Where exactly did she expect to end up?

    Had she ever really thought about that before?

    A man stopped for a split second to glare at the watch on his wrist, then hurried on. Zoey stirred. She was going to be late for work.

    She started to turn away to head back toward One World Trade Center—but something held her in place. Instead, she stepped over to one of the nearby concrete benches and sat down, cold latte in hand, as the stream of tourists, commuters, and locals flowed past. She spoke softly, to no one but herself:

    “What am I doing with my life?”

  • Table of Contents

    1 The Oculus 1

    2 The Photograph 5

    3 You're Richer Than You Think 15

    4 Pay Yourself First 23

    5 Doubts 39

    6 Don't Budget-Make It Automatic 47

    7 Big Hat, No Cattle 59

    8 Myths of Money 67

    9 The Latte Factor 77

    10 The Third Secret 91

    11 The Millionaire Down the Hall 103

    12 Mom 109

    13 Freedom Tower 113

    14 Mykonos 117

    The Three Secrets to Financial Freedom 123

    A Conversation with David Bach 125

    Appendix: Charts 133

    Acknowledgments 145

    Customer Reviews

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    The Latte Factor: Why You Don't Have to be Rich to Live Rich 4.9 out of 5 based on 0 ratings. 9 reviews.
    Anonymous 6 months ago
    This engaging story illustrate the principals of the Automatic Millionaire in a way those who only money knowledge is how to spend it can understand. After reading the Automatic Millionaire years ago and following the plan,I am looking to an early retirement soon. I started later and still retiring ten plus years early. This really works.
    Anonymous 10 months ago
    easy read with great practical steps to financial freedom
    Anonymous More than 1 year ago
    Love it!
    Anonymous More than 1 year ago
    JessicasEclectics More than 1 year ago
    I will definitely be purchasing more copies of this book and giving them as gifts this year. I REALLY wish I had someone to bestow this kind of wisdom on my when I was in my 20's. My entire life would have been different - in a fantastically GREAT way. I recommend this read to everyone, especially to those who are just starting out in their life. What a great illustration of the riches we deprive ourselves of and the ways in which we can reclaim them! Next on my list is David Bach's THE AUTOMATIC MILLIONAIRE. I'm eager to start living a life free of money worries knowing that I'm set up for emergencies, dreams, and living beyond possessions and the little things that leak my money out. Thanks, David! I'm enjoying the HOPE that your lessons are giving me and look forward to sharing with the younger crowd so they can have a better chance at a carefree life than I did (until now).
    Bess121 More than 1 year ago
    The Latte Factor is a great read. It is told in a story parable of life and money through an everyday routine. I bought a couple of copies and gave them away to others for great life lessons in finance and goals. I have read the book Automatic Millionaire many years ago as part of a personal finance class. I started to save $10 a week and tried mutual funds and saving bonds. It was a start. I have slid out of habit and let my latte factor creep back into my life. After I read the Latte Factor, I feel refreshed in getting my life and finance back on track. I upped my retirement, prepared my lunch for the week and looked at what I was spending and have scaled back. I highly recommend this book!
    Stacey_W More than 1 year ago
    The Latte Factor is David Bach's newest twist on the tried and true principles he has been teaching since The Automatic Millionaire. This book takes the principles of Automatic Millionaire and turns them into a story format that is quick to read and, most importantly, easy to understand. This will definitely become my GO TO gift for high school and college graduates so they can step out into the real world with control over their finances...instead of letting their finances control them. David has done a great job of not only providing hope that you are richer than you think right where you are at in your life right this moment, he also provides the hope that you can live the life you dream about. I've found great success in using David Bach's financial advice over the past 15 years and truly enjoyed his latest offering in The Latte Factor.
    samelie8 More than 1 year ago
    Thank you to NetGalley and the publisher for providing me with an advanced copy of this book in exchange for an honest review. This is the first personal finance book I've read in this particular format. David Bach tells a parable of 27-year old Zoey who feels lost and seeks guidance for her future. Zoey travels from Brooklyn to the Freedom Tower in Manhattan everyday for work. Her job demands around 50 hours a week but it doesn't ever seem to pay enough to keep up her lifestyle. She doesn't live extravagantly; she has a roommate, she doesn't have a car, she doesn't travel, etc. However, she still has a mountain of debt in credit cards and student loans. Whenever she finds something she'd love to do like traveling or purchasing a beautiful piece of art, she spits out the common refrain, "I can't afford it". She ends up meeting a man of seemingly humble means who teaches her the three simple lessons to financial freedom. I believe I had first heard about David Bach on one of my favorite podcasts, "HerMoney" with Jean Chatzky on Episode 63 about his 18-month sabbatical. I didn't quite relate to that story of his, but this parable of Zoey did speak to me. While I am not 27, I am close to that age and she has many of the same spending habits that catch me up when trying to save. Bach lays out three very simple keys to success. They seem commonsense but many many people don't realize they aren't doing these things and they should! I'm a huge fan of personal finance books and I would highly recommend this fast but motivating book. Fans of Jean Chatzky or Gaby Dunn would love this book. Honestly, immediately after reading the galley, I pre-ordered the book and signed up for follow-up materials on Bach's website. I also checked out two of his previous books, "The Automatic Millionaire" and "Smart Couples Finish Rich", from the library to read next. No more lattes for me! ;)
    MBinChicago More than 1 year ago
    The Latte Factor is the latest book by David Bach. It’s a story about a young professional woman and her realization of the real cost of money and its potential to make one rich. The themes in this book are well documented in David’s other books, but this book presents it in an easy to read, engaging manner that anyone can relate to and understand. I think this is probably one of his best books so far. It is definitely the most enjoyable to read. His idea that we are already richer than we know will resonate well with his audience. For Millennials this should be required reading, because they are the ones that will most benefit from it, because of their age and the time it takes to “get rich.” In fact, I plan on giving my copy to a young millennial I am mentoring. Well done, David Bach.