Big Brochure Big Lie

Yesterday, my wife and I were talking about investments in general and what kind of opportunities we might consider in the stock market.

I’ll never tell anyone what they should invest in because that depends so much on personal goals, preferences, and situations. But after reflecting on our conversation, I realized there are four simple principles I always keep in mind. They’ve helped me avoid mistakes and stay grounded when it comes to investing.

1. The bigger the brochure, the bigger the lie.

Robert Kiyosaki once said this, and it made me laugh when I first heard it—because it’s so true. If someone has to hand you a thick, glossy brochure to convince you to invest, that’s usually a bad sign.

This applies less to stocks and more to real estate and fundraising schemes. Whenever people try to lure investors with flashy marketing, it’s often covering up weaknesses in the actual deal. A good investment doesn’t need a big brochure or a hard sell. If it smells like a ponzi scheme—it probably is.

2. Investing should be boring.

Andy Tanner said this about stock market investing, and it’s one of the best reminders I’ve ever heard. The moment an investment feels like a “get rich quick” opportunity, it’s time to step back.

There’s no stock that will magically skyrocket 200% overnight. Instead, the most reliable companies are often the most boring ones. They’ve been around for decades, survived multiple downturns, and continued to provide value through the years.

Boring doesn’t mean bad. In investing, boring is usually a good sign. It means stability, consistency, and the patience to play the long game.

3. Only invest in what you understand.

This principle keeps me grounded more than anything else. If I don’t understand the business model, the industry, or the people involved—I don’t put my money into it.

When I invest, I want to know how the company actually makes money, what risks it faces, and whether I believe in the leadership. If it feels too complicated or vague, I walk away. Clarity is essential. If you don’t understand the investment, you’re not really in control—you’re just guessing.

4. Only invest what you’re willing to lose.

This one sounds obvious, but I’ve found many people forget it. Every investment carries risk, and there’s always a chance it could go bust.

That’s why I only put in as much as I’m comfortable losing. If the worst-case scenario happens, I won’t lose sleep over it. This mindset not only protects me financially but also keeps me calm and rational when markets get rough.

Final Thoughts

These four principles may not be flashy, but they’ve kept me on track. Avoid the big brochure promises. Stick with the boring, stable choices. Only put money into what you actually understand. And never risk more than you can afford to lose.

Simple? Yes. But in the long run, simplicity is what makes investing work.