Recession fears, high inflation, rising interest rates, geopolitical risk, weakening investor sentiment…. did we miss anything?  I’m sure we did, depending on the new headlines from today’s financial media.  While those headlines and fears are at the forefront of investors’ minds, sometimes simplicity can rule the day.

In the world of finance, where complexity often reigns supreme, the application of Occam’s Razor offers a valuable guiding principle. Derived from the philosophy of simplicity, Occam’s Razor advocates for the selection of the simplest explanation or solution when faced with competing options. This principle holds particular significance in financial decision-making, enabling investors and analysts to streamline complex problems and make more informed, efficient choices. Embracing the simplicity principle can lead to clearer insights, reduced risks, and improved outcomes in the intricate landscape of finance.

Turn your attention to Warren Buffett, who has an incredible history of making the complex seem so simple.  Below is a quote from him regarding his rationale for buying Coca Cola stock back in the late 1980s.

 “I don’t have to be smart, only bright. As soon as I read about how many servings of Coca-Cola are consumed every day, I knew I wanted to buy the stock. I had no idea that this would be the most important investment of my life.”

Coca-Cola was a well-established global beverage company known for its iconic brand and dominant market position. At the same time, there were emerging trends in the beverage industry, including the introduction of various non-carbonated drinks and increasing health concerns related to sugary beverages. Despite these changes, Buffett recognized the enduring strength of Coca-Cola’s simple yet effective business model, which focused on selling a single product across a global market.

The chart below shows the returns on this investment since 1988 with 4 recessions shaded for reference.

Buffett’s investment in Coca-Cola exemplified the application of Occam’s Razor. While many investors were looking for complex and diversified investment opportunities, Buffett chose to invest in a company with a straightforward and easy-to-understand business model. This decision was based on the principle that a strong brand, global distribution network, and consistent consumer demand for the product were fundamental elements that would continue to drive the company’s success over the long term. By avoiding the temptation to overcomplicate his investment strategy and by adhering to the simplicity of Coca-Cola’s business model, Buffett was able to generate significant returns over the years by doing what he does best, keeping it simple.

As for today’s investors, it can be hard to block out the noise that is ever present.  Having a proper financial plan that drives your investment allocation is what we intuitively understand, but deviating from this can be so tempting when we make things complex.  Simplicity is the key to overriding the noise.

Presented by the Financial Planning Committee of Lake Street, an SEC Registered Investment Adviser

The information contained herein constitutes general information and is not directed to, designed for, or individually tailored to, any particular investor or potential investor. This report is not intended to be a client-specific suitability analysis or recommendation, an offer to participate in any investment, or a recommendation to buy, hold or sell securities. Do not use this report as the sole basis for investment decisions. Do not select an asset class or investment product based on performance alone. Consider all relevant information, including your existing portfolio, investment objectives, risk tolerance, liquidity needs and investment time horizon. Diversification does not ensure a profit or guarantee against a loss. There is no assurance that any investment strategy will be successful. Investing involves risk and you may incur a profit or a loss.