Keep it simple
Finweek English|24 September 2021
Choose simplicity over complexity when considering stocks.
Simon Brown

As humans we tend to believe in complexity although we like simplicity. We want a simple life, dropping all the kids off in one school run rather than multiple trips to collect and deliver them. Yet, many of us have this inherent belief in complexity; we think a multi-layered portfolio with lots of moving parts must be better than a simple, single exchange-traded fund (ETF). We’re drawn to companies that we don’t really understand because that complexity fascinates and impresses us and we’re certain that it must therefore be valuable.

Yet, while complexity is indeed important and a large part of our everyday lives, truthfully, we tend to opt for the simple. Think of an iPhone. One of its key attractions is that it is extremely easy and intuitive to use. Sure, the insides of the device are deeply complex and well beyond any deep understanding for many of us, but our experience of it is about that simplicity and ease to use.

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