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#17 Björn Fahlén: Quality First Investing

Investing by the Books

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How to Measure the Cost of Equity

Tying business quality to the cost of equity is not that common in the industry, which primarily measures risk through volatility. A stable, predictable company will have required return while the whisky company with unpredictable cash floes will have a higher required rate. The price you pay is the most time honoured determinate of whether something is risky. What we believe shapes invest is expectations.

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