How your pride and prejudice could hurt your returns

The best investment research is independent and thorough. Unfortunately humans aren’t known for being objective. Can I tell you a dirty secret of mine? Yes? Well here it goes. All of my personal electronics are, in some way, connected to Apple (NASDAQ:AAPL). My phone is an iPhone, I have an iPad, my TV is connected to Apple TV and even the laptop I am writing this blog on is a Macbook Pro. It’s shocking isn’t it? But why do I fell the need to profess my Apple related sins? To show that in life we form all sorts of irrational biases and it comes out in our behaviour. Very rarely do we begin researching a company that we have no prior knowledge or opinions about. We’ll often have some view that has been formed, conscious or unconsciously, through our experiences, personal preferences or even based on the opinions of friends and family. The problem is that these biases can have a dangerous impact on the quality of your analysis if left to their own devices. Read full article here: (VIEW LINK)