Specialists, The True Owners Of The Stock Exchange:
There are more than 125 million investors inthe United States today. Most of them arelosers. Not only do they loose their money,they loose their self-confidence, their security,and the chance they had at one time to usetheir money to make a killing in the market.Yet the fact is that to get the money neededto invest in the market, most of theseinvestors had to be fairly successful in their chosen professions. Many of them haddemonstrated an ability to think clearly, tomake plans for the future, and to carry themout. Why then, using the same intelligence dothey go so very wrong when they try to makemoney in the stock market?The majority of investors do research thestocks that they are considering purchasing inorder to acquire the information that they thinkthey need to make an intelligent investmentdecision. Unfortunately, although theinformation they researched might be usefulin the business world, it will be of little or nouse in the stock market. The acquiredinformation lacks predictability. However smart the individual may be, if he or sheattaches predictive potentials to theinformation that has no predictability, he isusing the wrong set of data to forecast marketevents and is bound to foul himself up.It is understandable why an executive of abusiness might assume that the decisionmaking process which provided him withresults in his business has a specificrelationship to the conclusions upon which hecan base his predictions in the stock market.In each instance he uses what he thinks is theraw material from which he can make a validprediction about the future.The conditions with a business differ fromthose with the stock market in two ways: (
1
)The owner of a business can lay claim to partof the assets of that business; an investor inthe stock of a corporation listed on the StockExchange has no claim to any of the assets of that corporation. (
2
) The value of ownership inthe business is totally dependant on the salesand earnings of the business; the value of shares in the stock market has only atheoretical connection with the sales andearnings of the company’s stock. Becausegood earnings can reinforce an investment ina business, the assumption is often made thatearnings of a corporation listed on the
NYSE
tell the whole story about the conditions under which an investment can safely be made in acorporation’s stock. To think this way is a verylarge mistake, though it is a common one.Investors confuse words with conditions, notrealizing that only identical initial conditionscan lead to identical results. The critical pointhere is that words that are perfectlysatisfactory for use in one environment maycarry implications that are factually wrong inanother. For example, the usage of suchwords as “
good earnings
” with theassumption implied that they are an aspect of rising stock prices, tends to warp judgment.Consequently, it is impossible for mostinvestors to identify a contradiction between“
right
” thinking and “
their
” thinking when theybuy stock. Because they equate words withconditions, investors come to be ruled bywords.The average investor’s errors in judgment area product of a distorted understanding of situations caused by inadequate andmisleading verbal maps. His failures are aconsequence of trying to use the same verbalmaps that carried him successfully throughone territory to carry him through another,altogether different territory.For practical purposes, therefore, if theinvestor wishes to change his emotionalreactions to market situations so that he canprofit instead of lose in the market, he mustbe able to discard his old verbal maps andacquire the skills and intuitions that allow himto make new maps. In order for him to do this,
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