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Ned Johnson, President and Tutor-Geek at PrepMatters in Bethesda, MD, was one of my first phone calls when I decided to take the plunge and do this for real. He, for some odd reason, still answers the phone.

He's also the co-author of "The Self-Driven Child," which takes the question of motivation and addresses it in a way that is beneficial to the mental health of children and adults. Given how much we talk about mental health in the context of college admissions, this one matters.