Hello Joachim loved your article - the title took me back many years when I was just starting out as an investor - I knew it all of course when I was young and foolish, and learned lots of expensive lessons in those days. Along the way I came across two investors, Peter Lynch and Jim Rogers, both of whom espoused the notion of investing in stocks whose business you understand. I think that advice has stood the test of time (for instance if you do not smoke or otherwise ingest Cannabis you really have no idea of the risks of what you are investing in - the customer base, their purchasing patterns, preferences, etc. - I mention this because I live in Toronto where these stocks had reached boiling point and now are starting to cool off). Lynch recommended buying the stocks of products you love (or checking out those that your kids or grandkids love) - as an example I used to love my Nokia even though it came in a huge briefcase - made some money on that. My father-in-law has a PhD in Economics so the other day I asked him how do Economists use Econometrics to assess the state of the economy. He told me that the best way to assess the state of the economy is to look in people's garbage - if they are throwing out high value items then the economy is doing just fine. I guess what he meant was the Peter Lynch and Jim Rogers approach - sometimes the ordinary non scientific approach to investing might yield some interesting results. I should mention in closing that I have long since given up on fundamental investing - I now use an algorithm to take me and my bias out of the equation, and go to cash at market close. Best wishes and happy investing Savio