The primary goal of John C. Bogle's The Little Book of Common Sense Investing is to show that a simple, low-cost strategy—specifically owning a broad market index fund—is the only way to guarantee your "fair share" of stock market returns. Bogle, the founder of Vanguard, argues that while trying to beat the market is a "loser's game," owning the market is a "winner's game". Core Investment Principles