In Markets Never Forget (But People Do): How Your Memory Is Costing You Money and Why This Time Isn’t Different, Ken Fisher outlines to readers how the assumption  “it’s different this time” can be very costly for investors. History can be a useful tool for reflecting on past events, allowing investors to incorporate that learning into shaping future expectations.

Throughout the book, Ken takes aim at some major market memory mishaps and walks readers through understanding how investors have reacted to similar historical events, and how this time, it might actually not be so different.