A few months ago, I wrote a post on my investing process called: Why Do I Invest? . In section 4, I talk about connecting the story of a company (recent news, patterns in performance, products, predictable faults, etc.) to the numbers (debt, P/E, ROE, etc.). I do feel it necessary for me to reiterate the importance of this because of a quote from a recent article. “I picked Pepsi because I love Sun Chips. Cheddar Sun Chips are my favorite — that’s how I pick most of my stocks.” Yes, I did buy Pepsi in part because of their products. But I picked it for more than just my growing love of the products, I picked it because a majority of our population buys Pepsi products. It started because I like their products, but it did not end there. I did more research than just open up a bag of chips and fall in love. Just as Aunt Ginny did, I looked at the company and tried their products, along with checking the numbers and learning more than just the calorie count of 12 servings of...
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