This is the Story of a 9 year old boy named Richard who sets out on a journey to find the "Well of Wealth". Along the way he discovers many lessons as he meets various characters. When he meets the optometrist he learns about having a clear vision; the Fisherman tells him how to find the right lure; the Gardener shares her stories about "sow, nurture and reap". As he learns to ask better questions the lessons become more and more valuable and he is able to capture 29 keys to unlocking his real wealth.

The real lessons though are hidden in the story behind the story. Hiding on almost every page are several keys that often don't come out in the first reading. Each time you read the book, you will see a little more until, one by one, you take more lessons away to use. If you are very perceptive you might even discover "what comes after lesson 29"!... The biggest lesson by far. Read it, again, and again...