10 rules for equity investing

Great tips from John Cleese and Aberdeen

http://thinkingaloud.aberdeenasset.com.au/en/thinkingaloudau/investment-clarity/ten-golden-rules-of-equity-investing?utm_medium=content&utm_source=linkedin&utm_campaign=10rules_australia_english&utm_content=sponsored%20jobs#rule10

10 rules of equity investing - great video clips by Aberdeen and John  Cleese

1. Who controls the company - are they aligned with shareholders - do you trust them 

2. The most important asset is its people - what is quality of people and culture 

3. Strong Balance sheet is key - a company has to sustain and overcome issues 

4. Understand what you are buying - if something is too good to be true - and you don't understand it -  it probably is 

5. Think long term - avoid getting involved in daily noise of market fluctuations - gray investments need time to grow 

6. Benchmarks are for measuring - don't just follow the crowd - think different to  the benchmark 

7. Be wary of over-ambition and companies delving into something that's not in their area of expertise

8. Do your own research - don't only rely on brokers - visit the company - make your own assessment

9. Take advantage of irrational Behavior - arbitrage - markets are driven by humans - humans are irrational - buy low sell high

10. Make sure that the competitive advantage of the company is sustainable