Talk to Randy Jones about his new book, The Richest Man In Town, and he’ll tell you a surprise: “It’s not really about getting rich­­—well, at least not entirely.”

The former publisher of Esquire and the founder of Worth magazine traveled to the nation’s 100 largest cities—Sacramento to Savannah, Meredian, Missouri to Midtown Manhattan—in search of the kings of each American hill and the common characteristics that drove them each to the top. The resulting Twelve Command­ments of Wealth may not be biblical in number, but most are spiritual principles, elevating The Richest Man (Business Plus, 2009) to a somewhat philosophical work about what really matters in business—and in life. Jones’s is a book about wealth that somehow doesn’t seem too out of place in these times. The top dogs he finds might not be religious gurus, but each is a prophet of capitalism, and their continued success is proof of their virtues.

“These guys are the good guys, the ones who did it right,” Jones said. “And this book is a celebration of the American spirit and the American context that allows people to work hard and build success.” Carl Icahn in NYC, Kirk Kerkorian in LA, even Frank Higginbotham in Little Rock, make the list, each of them speaking of the value of self-knowledge and the preciousness of time. Together, they form a powerful chorus, and they sing one song, according to Jones: “The pursuit of wealth by means of hard work and imagination is built into our national DNA, and that’s not changing any time soon.”

Standing next to Jones at his recent book party at Georgette Mosbacher’s fabulous Park Avenue apartment, one couldn’t help but be won over by his charm and warmth. He’s W. Randall Jones, of course, but everybody knows him as Randy, and the diminutive is part of an approachable persona he’s crafted well. “I’m just a redneck in a three piece suit,” he says affably. Nobody believes him, and that’s the point. The book suits its author: a nice guy who made it to the top, and stayed nice when he got there.

What’s next? “The Richest Woman in Town,” he says with a grin. Is he serious? “Absolutely. There are amazing women leading in amazing ways across the country.” And we bet W. Randall Jones will find them.

—Jason Allen Ashlock