By Al Emid  

Toronto – Canada





Al Emid has worked in communicating ideas and concepts since beginning his career at an educational television network in 1967.  He is the co-author and author of several financial books, most recently The Emid Report on Volatility 2019 available on all major book sites.




Chapter 7 

You Are Investing More Than Money



Over all of the years that I have worked in the financial sector, several wags have suggested that some individuals put more thought into their car purchases than into their investment choices.  To the extent that that is true, it can be dangerous and costly.  A poor decision about a car can be tolerated or remedied by unloading the vehicle.  A poor investment decision can have years of implications if not remedied.


In this edition I would like to look at the total of what is being invested at any given time. Certainly, the most obvious investment is your hard-earned money, all the more the case if you have foregone trips or other pleasures in order to build up your investment account.

That’s the easy part.  You know that you have deposited a certain number of dollars into your investment account.


Whether or not you work with a professional advisor, you are — or should be –investing a fair amount of time in the decision-making process.  This would always be important but has become arguably more so in 2019.  This year — and very possibly next year — are both shaping up to be the most volatile, stomach-churning, awake-at-night in recent memory, a reality that underlines the need for sober and professional investment judgement.


When working with a professional advisor you are making further investments: in his or her ability to grasp your needs, ambitions, position in the life cycle and concerns, his or her ability to grasp your risk tolerance and to match investment products to these factors.


If you invest on your own, you are staking your wealth and financial security on your ability to divorce emotional concerns from market fluctuations and unexpected crises without the buffer of an advisor.






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