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Keep it simple
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Focus on people, not on products
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A key determinant to successful investing is to have an appropriate mix of assets (cash, fixed income and equities)
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Invest with tax consequences in mind
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Time in the market is more important than market timing
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We don't use a short time frame to define success or failure, investing is a marathon, not a 100-yard dash
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Periods of difficulty, negativity and confusion usually represent excellent long-term buying opportunities