This book is about using that ecosystem to accomplish financial goals-it is a better map (hopefully!). But, to really understand how and why goals-based investing is different, we must first understand goals-based investors-that is, those real people who have real things they want to achieve in their very real lives. People do not enter this jungle for the fun of it, at least not usually. People enter this jungle hoping to come out the other side better off-to improve their lives and secure their future