Killing Sacred Cows

Killing Sacred Cows is built around a simple idea: lots of people follow financial advice that sounds responsible, gets repeated everywhere, and feels morally “right”—but still doesn’t produce real freedom.

Garrett B. Gunderson argues that certain financial beliefs become unquestionable. People treat them like universal laws: max out retirement accounts, avoid debt at all costs, save relentlessly, and assume the future will take care of itself if you follow the standard plan. He calls these beliefs “sacred cows,” and his goal is to challenge them—not to be provocative for fun, but to show how they can quietly limit your choices, your wealth, and your quality of life.

Rather than teaching one rigid system, the book tries to change how you evaluate financial decisions. Gunderson pushes you to stop asking, “Is this what people say I should do?” and start asking, “Does this increase my freedom, cash flow, control, and ability to create value?”

At its core, the book argues that wealth isn’t primarily created by restricting your life and hoarding money. It’s created by producing value for others, building income streams, and structuring your finances so your money supports your life—not the other way around.

The Big Shift: Moving From Scarcity to Creation

Gunderson begins by challenging a scarcity-based view of money.

Many people unconsciously treat wealth as limited—like there’s only so much to go around. When you believe that, money becomes something you protect obsessively. Every purchase feels dangerous, every investment feels like a gamble, and other people’s success can feel like a threat.

He argues that this mindset is the root of many self-defeating financial habits because it trains you to play defense forever.

The alternative he promotes is a creation-based mindset:

• Wealth expands when people solve problems.

• Value can be created endlessly because human needs and preferences keep evolving.

• You increase your wealth by creating value that others willingly exchange money for.

This shift matters because it turns money from a scarce resource you chase into a tool you use to create a better life.

How Scarcity Thinking Warps Financial Behavior

Gunderson claims scarcity thinking produces behaviors that look “disciplined,” but often reduce both wealth and happiness.

Excessive frugality that lowers your earning power

There’s a difference between mindful spending and refusing to invest in things that improve your ability to produce.

If you constantly avoid spending—even on tools, education, support, or systems—you may protect your bank balance while shrinking your capacity to earn.

Examples of capacity-boosting spending include:

• upgrading equipment that improves output or reliability

• paying for coaching or training that increases income potential

• outsourcing low-value tasks so you can focus on higher-value work

• investing in systems that reduce time waste and mistakes

Gunderson’s point is that some expenses aren’t “costs.” They’re multipliers.

Missing opportunities because you’re obsessed with safety

A scarcity mindset can make you so cautious that you stop seeing opportunities.

When you’re focused on preserving what you have, you become risk-averse by default. You say no to collaborations, no to investments in growth, no to new ideas—because your brain is trained to protect the present rather than create the future.

Gunderson argues that many breakthroughs come from thinking creatively ...