Wonderful Companies at Fair Prices: Buffett's Golden Rule for Lasting Returns

Investment Best Practices from Warren Buffett's 1989 Shareholder Letter

Intrinsic Value vs. Book Value

  • What counts is intrinsic value - the present value of future cash flows discounted at prevailing interest rates
  • Book value is often misleading; businesses can be worth far more (or less) than their carrying values

Focus on Business Quality, Not Price

  • "It's far better to buy a wonderful company at a fair price than a fair company at a wonderful price"
  • Avoid "cigar butt" investing - buying mediocre businesses at cheap prices offers limited upside
  • Time is the friend of the wonderful business, the enemy of the mediocre

Think Long-Term

  • Long-term investment commitments can provide tax advantages through deferred taxes
  • Rip Van Winkle-style investing minimizes taxes and transaction costs
  • Patient investors don't need to constantly seek optimal returns if existing investments are satisfactory

Economic Characteristics Matter

  • Seek businesses with consistent earning power, good returns on equity, and little debt
  • Avoid businesses with poor economics, regardless of management quality
  • "When a management with a reputation for brilliance tackles a business with a reputation for bad economics, it is the reputation of the business that remains intact"

Look for Exceptional Management

  • Partner only with people you like, trust, and admire
  • Never compromise on management quality, regardless of business prospects
  • "We've never succeeded in making a good deal with a bad person"

Simplicity and Understanding

  • Focus on understanding simple businesses, avoid complex technology
  • Stick with investments within your circle of competence
  • "We've done better by avoiding dragons than by slaying them"

Beware the Institutional Imperative

  • Organizations resist change and mindlessly imitate peers
  • Available funds attract potentially wasteful projects and acquisitions
  • Leaders' initiatives, however foolish, get supported by detailed justifications

Conservative Financing

  • Maintain conservative financial policies even at the cost of some return
  • A small chance of distress cannot be justified by higher expected returns
  • Leverage merely accelerates results, both good and bad

Avoid Complexity and Financial Engineering

  • Be skeptical of zero-coupon bonds and other complex instruments from weak issuers
  • Beware of adjusted metrics like EBDIT that ignore real expenses
  • "At 95% of American businesses, capital expenditures that roughly approximate depreciation are a necessity"

Patience in Acquisition

  • Wait for the right opportunity rather than compromising on quality
  • Look for demonstrated performance, not projections or turnarounds
  • Focus on identifying one-foot hurdles to step over rather than seven-footers to clear