Every Man His Own Broker; or A Guide to the Stock Exchange, is a book on economics by Thomas Mortimer, published in 1761 and enjoying 14 editions over the next four decades. It is most famous for being the first documented use of the stock market terms bull and bear, and is considered one of the first books on guides to stock trading. Mortimer traded at Jonathan's Coffee-House in Exchange Alley, which served as the country's stock exchange in 18th century London. He is often critical of some brokers and traders there, advising individuals to not depend on them.