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Common Stocks and Uncommon Profits and Other Writings (Paperback)
by Philip A. Fisher, Kenneth L. Fisher (Introduction)
| Category:
Investing, Value investing, Stock investing, Investment |
| Market price: ¥ 228.00
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¥ 208.00
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High-quality, high-growth, 15-point checklist for buying stocks, this classic investment text is all about value. |
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Author: Philip A. Fisher, Kenneth L. Fisher (Introduction)
Publisher: Wiley
Pub. in: September, 2003
ISBN: 0471445509
Pages: 320
Measurements: 9 x 6 x 0.8 inches
Origin of product: USA
Order code: BA00142
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- Awards & Credential -
One of the two most widely acclaimed investment guides you should depend on, along with The Intelligent Investor by Benjamin Graham. |
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- MSL Picks -
Common Stocks and Uncommon Profits is one of the classic investment texts written for the lay person.
Rather than just seeking value, Fisher realized that even a greatly "undervalued" company could prove a horrible investment. Sure, you might occasionally buy a stock for less than the company's cash-in-the-bank (back then, at least!). But what if the business is horribly run? It might not take long for the company to lose all that cash!
Even if the company returns to "fair" value, that ends the potential profit from investing in such a business. Holding an average company, because it was once undervalued, but is no more, makes little sense.
Fisher points out that the largest wealth via investing has been made in one of two ways. First, buying stocks when the markets crash and holding them until the markets recover. Secondly, with less risk and more potential return, you can also just invest in a small portfolio of companies which continue to strongly grow sales and earnings over the years. Then, if the company was correctly selected, you might never have to sell, while accruing a huge return on your initial investment.
Fisher pioneered the school of growth stock investing. In Common Stocks and Uncommon Profits, Fisher explains how he selects a growth company. He lists fifteen points which a company must have to be considered a superior investment.
Fisher's first point seems obvious: "Does the company have products or services with sufficient market potential to make possible a sizeable increase in sales for at least several years?"
Fisher shows that some companies might have potential substantial sales increases for only a few years, but after that have limited potential due to some factor, such as market saturation. For example, Fisher mentions the growth in sales of TV's until the U.S. market was saturated.
He also wisely suggests looking behind the products to seek other superior investments. While many TV manufacturers were competitive and it was difficult to tell which was best, Fisher points out that Corning Glass Works was, by far, the company most capable of producing the glass bulbs used in TVs.
Fisher tries to clearly distinguish between companies which are "fortunate and able" and those which are "fortunate because they are able." The second kind, the superior investments, are highly innovative and create new products which have growth potential. Fisher uses Dow Chemical as one example of a "fortunate because they are able" company.
The second point wants to know if management has the drive to innovate new products. A man ahead of his time, Fisher wonders about how much of a company's future sales might come from products not yet invented.
A constant theme of Common Stocks and Uncommon Profits is examining what the company is doing to prepare for the future. Is the company spending wisely on Research and Development? Or, is the company just trying to maximize its current profit and reinvesting nothing for future growth?
Fisher explains why answering that question is difficult in practice. What different companies account for under R&D is one problem. Another is that some companies are more successful than others at turning money spent on R&D into future marketable products. Today, we must assume this question is far more difficult to answer!
In addition to questioning a company's R&D, Fisher wants to see a company with a strong sales organization and distribution efficiency. "It is the making of a sale that is the most basic single activity of any business," he writes.
Yet, why don't investors focus upon such key factors instrumental to a company's future growth? Fisher points out that certain issues are not quantifiable. That is why many investors tend to focus upon financial issues which can be expressed in a simple ratio.
How does the investor go about answering the "unquantifiable"? How does the investor know how well-managed the company is? Or, how does one evaluate the people factors, which Fisher says are the real strength of a superior growth company?
Fisher suggests the "scuttlebutt" method. This involves talking to suppliers, customers, company employees, and people knowledgeable in the industry, and, eventually, company management. From this information, an investor can get a good feel for the quality of the company as a growth investment. Fisher teaches us how to learn to ask the correct, company-specific questions.
Fisher acknowledges the "scuttlebutt" method is a lot of work. But, he asks, should it be easy to find such great companies, when finding only a few can easily lay the foundation for building huge future wealth?
I tend to think the average individual investor will not use the "scuttlebutt" method. And, for most investors and most companies, even if the investor had the desire to use this method, it would not be practical.
Yet, for investors seeking to make investments in smaller, local companies, the "scuttlebutt" method might be of value. For angel investors or mini-venture capitalists, reading Common Stocks and Uncommon Profits is probably also worthwhile.
The book also has some excellent thoughts about buying-and-holding a stock and when to sell a stock. Fisher's thoughts on diversification are also well worth reading, although I would recommend more diversification than Fisher claims is adequate.
Overall, this is a great book for the individual investor. You will not be able to follow the "scuttlebutt" method in practice, for most investments.
(From quoting an American reader)
Target readers:
Individual investors, investment consultants, and anyone else who is doing or is interested in personal finance and stock investing.
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Philip A. Fisher began his career as a securities analyst in 1928 and founded Fisher & Company, an investment counseling business, in 1931. He is known as one of the pioneers of modern investment theory.
Kenneth L. Fisher writes the "Portfolio Strategy" column for Forbes magazine and serves as Chairman and Chief Investment Officer of Fisher Investments, Inc., a firm that manages financial assets for institutions and high-net-worth individuals around the world.
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From Publisher
Widely respected and admired, Philip Fisher is among the most influential investors of all time. His investment philosophies, introduced almost forty years ago, are not only studied and applied by today's financiers and investors, but are also regarded by many as gospel. This book is invaluable reading and has been since it was first published in 1958. The updated paperback retains the investment wisdom of the original edition and includes the perspectives of the author's son Ken Fisher, an investment guru in his own right in an expanded preface and introduction.
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| View all 10 comments |
Warren Buffett (MSL quote), USA
<2006-12-28 00:00>
I sought out Phil Fisher after reading his Common Stocks and Uncommon Profits... A thorough understanding of the business, obtained by using Phil's techniques... enables one to make intelligent investment commitments.
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A reader (MSL quote), USA
<2006-12-28 00:00>
This is a great classic book on investing. The author's language is at times somewhat hard, but the gist is absolutely crystal clear: invest in high-quality growth stocks and don't be afraid to buy them at a slight premium, plus investigate fundamentals, managements' ability and competitiveness very thoroughly before committing funds for very long holding periods (10 years or more). Fisher's intuitive, "scuttlebutt" approach to investing is certainly different (and more successful) than that of quantitative mathematical folks. As Warren Buffet often says: "It is better to be approximately right than precisely wrong". It is impossible to quantify how popular a company's products will be in the future or how honest and able the management is. The Fisher's 15 points will help you assess these and other unquantifiable but nevertheless absolutely vital things about an investment. |
A reader (MSL quote), USA
<2006-12-28 00:00>
This book is an investment "classic" for a very good reason - its full of useful information still applicable to today's markets. The only drawback is the writing style which is very much "1950's white man style" but you get used to it and it doesn't detract from the information provided.
What can I say except: buy this book! Fisher walks you through the methods he used to select stocks, and this method is still relevent today. For those of you in the know, Warren Buffet has acknowledged his use of Fisher's ideas, so you know they have merit. For the average investor, Fisher's approach takes a lot of work (this is no "get rich quick" scheme), but the rewards are tremendous. After reading this book you will make your investment decisions with a lot more confidence.
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Dave Heinrich (MSL quote), USA
<2006-12-28 00:00>
There are only two books you will ever need to read to become a good investor. One of them is Graham's The Intelligent Investor (or better, Graham and Dodd's Security Analysis). The other is Philip Fisher's Common Stocks and Uncommon Profits.
It is telling that the man who combines the investment philosophies of both Graham and Fisher is widely acclaimed as the most brilliant investor alive today, Warren Buffet.
This is a book that you shouldn't just read once. It's a book you should read again and again. This is a book that you should read in cycles. Once you finish, you should read it again. It's short enough that you can read a chapter each night. This is a book that you should read until you can recite it word for word.
If you understand the principles in this book, and adhere stringently to Fisher's 15-point checklist for buying stocks, avoid his 10 don'ts, and purchase stocks at the right time, as he suggested how to do, you will almost certainly be investing in good companies.
If you then apply Graham's tests of value, you can avoid paying too much for those good companies. It is possible to have a good company but a bad stock (IBM is a great company today, and passes all of Fisher's criteria, but could you really justify buying it say $1,000 per share?).
When you do find companies that are good companies, but have bad stocks, keep an eye on them. What I mean by "bad stock" is that the stock - in your opinion - is priced too highly, even considering the company's excellent growth prospects (in other words, there is euphoria about it on Wall Street that goes beyond reason). Eventually, the market will realize that, even for that great company, it was paying too much. The stock price will drop, and then, whenever everyone else is running from the company in fear of doom, you can scoop it up (assuming that it i still a good company).
Just as it is possible to have a good company but a bad stock, it is also possible to have a bad company but a good stock. You should not buy a stock just because it is cheap in PE, PEG, PS, or Price:book ratio. It is possible that the management may be so terrible that the company, in a few years time, may very well justify such current undervaluation. Even if the management is competent, it is still possible that the company' performance may justify that low price in a few year's time. When a stock is greatly undervalued by these measures, and has passed most of Fisher's criteria, then it is a great buy, because the market will eventually realize that management is brilliant and the stock should be priced higher.
Now, many have objected that Fisher's methods take a lot of time. Clearly, they do. So do Graham's. Certainly, using both methods in combination with one another will take a lot of time (you can use Graham's criteria first, or Fisher's, then apply the other set of criteria). If you don't have the interest or time to pursue this, then you should not be investing in individual stocks yourself. Rather, you should find an advisor who does utilize these rules, or a mutual fund manager who does, and have him manage your money, if you want those kind of exceptional returns. In this case, you will still have to investigate the person managing your money, to make sure they're up to you're criteria, and stay on top of it, to make sure they continue to be. If you don't want to do that - if you don't want to put in that effort - then you should settle for ordinary returns, as Graham says. Invest in an index fund.
However, you should consider that there are not many stocks that will meet both Graham's stringent criteria, and Fisher's extremely stringent criteria. Of the tens of thousands of stocks, maybe 1,000 of them meet Graham's criteria. Of Those 1,000, maybe 50-100 meet Fisher's criteria. But, consider that you should only have to do this once, and thereafter only have to keep tabs on the companies (because you should have done it right the first time). Isn't several hours worth of work each night - even for months - worth finding a stock that will experience many hundreds of percent increase over 10 years?
To save yourself time, apply Graham's criteria first to eliminate fad stocks (dot-com), and other stocks that are priced too high. This will greatly cut down on your candidates. Then look at what's left and categorize it. Discard stocks from industries which you - based on sound analysis - believe aren't promising. Also discard those from industries which you don't understand. Of the remaining stocks, apply Fisher's criteria. To operate efficiently, apply his 15th criteria first: If there is any serious questions as to the management's trustworthiness to investors, don't even consider buying stock of the company, and don't waste any more time on it.
After reading these two books, you should know what criteria a company is to meet if it is a good investment, both Fisher's qualitative, and Graham's quantitative, criteria. You should apply the criteria that are easiest and quickest to filter through first. Then go through the criteria, progressively from more to less stringent. There's no point in wasting your time finding out about how great a company fairs on Fisher's first 14 criteria, only to find that it flatlines on the criteria of absolute importance (the integrity of management).
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