Here’s an old joke. A policeman sees a drunk man searching for something under a streetlight and asks what the drunk has lost. He says he lost his keys and they both look under the streetlight together.
After a few minutes, the policeman asks if he is sure he lost them here, and the drunk replies, no, and that he lost them in the park.
The policeman asks why he is searching here, and the drunk replies, “This is where the light is.”
Behavioural scientists call this the “streetlight effect”, which is a type of observational bias where people only look for whatever they are searching by looking where it is easiest.
When it comes to investing, most people suffer from the streetlight effect and search for keys (stock ideas) where it looks the easiest (stock market and stock prices). But the reality is that the stock market is rarely the place where you can find the best ideas for long term investment.
Rather, the best ideas are found by looking at businesses, studying them, and identifying which ones are doing well, which ones may continue to do well, and which ones may be going downhill.
And how do you know that?