Stockpicking need not be as difficult as many would make out! That’s a controversial statement but many high profile successful investors have a relatively simple formula for investing, namely, pick the companies you understand. Most people don’t have the time or inclination to monitor the minutiae of a company’s cashflow, its return on equity (ROE), its return of profits (dividend yield) or its price/earnings ratio (PE), and yet so many companies impact us daily: Apple, Walt Disney, MacDonalds, Twitter, Facebook, Netflix, Google (Alphabet), Amazon, Microsoft, Mastercard, BP, Sainbury’s, AstraZeneca, and so on. If they make that big a difference to us, it might be interesting to know if we can invest in them, and with them ride a rise in their profitability if they are run well.

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