With a background in experimental and quantitative psychology, I decided to leave the field of research to study human behavior in the context of the markets. I was initially captivated by the striking resemblance between the complex adaptive patterns, we observed in regards to neural firing patterns and that of market behavior. No lab experiment can compare to the amount of data available about of behavior of market participants. Consequently, I left the narrow confines of institutional psychology for the infinitely more interesting challenge of approximating the behavior of markets, as related to the behavior of the rather heterogeneous body of participants. While working for the Swedish online brokerage Nordnet Bank, I learned that very little exists in terms of education for the private investor. In conjunction with my partner, whose identity i regretfully cannot disclose - but, who is an avid author on this site, I founded InvestABC.dk The purpose of the business was to educate the growing body of private investors in the rudimentary principles of sound investing. We hope that through an enligtenment of the public, we can help families avoid the calamity of faulty investing - a tendency, which unfortunately seems to have become overly abundant in these volatile times.