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1. You’re not that smart (relative to the market).
2. This time is always different.
3. The market is forward-looking.
4. Market forecasts are not useful.
5. Time in the market beats timing the market.
6. Most funds do not beat the market.
7. Incentives matter.
8. Expected economic growth and stock returns are unrelated.
9. Good portfolio management does not make up for bad financial planning.
10. Risk and expected returns are positively related.
11. The risk-expected return trade-off has a term structure.
12. Fees and taxes matter.
13. Complexity and costs are positively related.
14. There is no single optimal investment strategy.
15. The best investment strategy for you is the one that you can stick with.
16. There is no such thing as a “passive” investment.
17. Wealth does not give you access to market-beating investments.
18. Diversification is (still) the only free lunch in investing.
19. Investments should be evaluated on process, not outcome.
20. Investing has been solved.