Investment analysis can be highly challenging. Each Issuer of securities (the company seeking your investment) differs in significant ways from others, and it’s easy to miss “the forest” for a few particularly compelling “trees.” Therefore, it is essential that you apply a consistent approach to your analysis that first identifies the fundamental rationale for an enterprise, before digging into the many other considerations which are also important when considering a potential investment.

If you want to learn more about Primary Investment Considerations (or First Principles), our complimentary white paper provides a further framework for getting to know the fundamental “Why’s” behind a given business. Once understood, an Investor is in a much better position to consider the many other important factors (the “What’s”) which can affect an investment’s performance.