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It wasn’t that long ago that I was on the outside of the financial services industry looking in, which I believe gives me a pretty good perspective on how main street views the industry and how it works in reality.

Don’t get me wrong, I have a lot to learn and I am smart enough to know I don’t know much.  However, one of the lessons I’ve learned, and probably the most important is the following:

Keep it Simple

The caveat here is that simple ain’t easy, in fact, it’s far from it.

Humans are irrational and make decisions based on things other than the fundamental data.  And that’s normal, but detrimental when it comes to investing; WE are our own worst enemy.

Don’t let the investment industry, and all the complicated things that stem from it, suck you into believing you must combat complicated issues with complicated strategies.  Keep it Simple.

Recognize the biggest threat to your success and behave accordingly.  And when your emotions try to get in the way, don’t give in, be disciplined in your execution.

We guard against our natural limitations through rules-based methodologies.  Our strategies are based on the same underpinning philosophy:  simple beats complex, decisions should be supported with data, and our discretion should be removed.  We believe this type of approach is highly sustainable.

Sounds simple doesn’t it?