%0 Journal Article %A Charles D. Ellis %T An Invitation to Winning %D 2012 %J ETFs and Indexing %P 16-17 %V 2012 %N 1 %X Winning is a function of understanding the investor, not “beating the market.” %U https://guides.pm-research.com/content/iijetfind/2012/1/16.full.pdf