The Secret to Investing: Why Most People Get It Wrong
Tobiloba OdejinmiBy Tobiloba Odejinmi
Education
May 21, 2026 • 9:33 AM
8m8 min read
Verified
Source: Unsplash
The Core Insight
Legendary investor Howard Marks breaks down his core investment philosophy, arguing that success isn't about picking 'good' assets, but about buying assets for less than they are worth. He emphasizes that investing is a 'loser's game' where the primary goal should be risk control and the avoidance of unforced errors rather than chasing high-risk winners.
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Education Specialist & Editor
Tobiloba Odejinmi
Tobiloba Odejinmi is an education specialist dedicated to helping students and lifelong learners discover the best scholarship opportunities, study techniques, and career pathways.
The Kodawire Editorial Team consists of experienced journalists and subject matter experts dedicated to delivering accurate, well-researched, and engaging content.
The Art of Investing: Why Price, Not Quality, Defines Success
Quick Action Plan
Prioritize Price Over Quality: A "good" company is a poor investment if you overpay. Always ask: "What is the price relative to the intrinsic value?"
Adopt a "Negative Art" Mindset: In many asset classes, especially bonds, success comes from excluding the losers rather than trying to pick the "best" winners.
Control Risk, Don't Forecast: Macro forecasting is largely futile. Focus on bottom-up analysis and ensure your portfolio can survive the "bad days."
Avoid Unforced Errors: Treat investing like amateur tennis. You win by staying in the game and avoiding catastrophic mistakes, not by hitting "winners."
There is a persistent, dangerous myth: that success is simply a matter of identifying "good" companies and buying their stock. It is a seductive idea, but according to Howard Marks, co-founder of Oaktree Capital, it is fundamentally flawed. The core takeaway is clear: Investing is not about buying good things; it is about buying things for less than they are worth.
Successful investing requires looking beyond the brand to the underlying price. (Credit: Milin John via Unsplash)
If you walk into a store and see a product you like, buying the stock of that company simply because you enjoy the product is a recipe for disaster. As Marks notes, "what determines the success of an investor is not what he buys but what he pays for it." You can buy a high-quality asset and lose money if you overpay, or you can buy a low-quality asset and thrive if you acquire it at a deep discount. This is the central tension of the market, the relationship between price and value.
The Market Outlook: A Personal Analysis
When I look at the current financial landscape, I am reminded of the "race to the bottom" that Marks describes. In an era where safe, risk-free assets often yield near-zero returns, the average investor is being pushed into riskier territory. When investors chase yield because they are bored with low returns, they stop asking about risk and start focusing only on the potential for gain. This is exactly when the "wise man" becomes the "fool." If you are currently rebalancing your portfolio, remember that the market doesn't care about your goals; it only cares about the price you are willing to pay for risk.
Behind the Scenes & Transparency Log
This editorial is based on the investment philosophy of Howard Marks, specifically his 2011 book The Most Important Thing and his long-standing series of memos. The content has been synthesized to reflect his core tenets: risk control, contrarianism, and the rejection of macro forecasting. This analysis is current as of the provided transcript and has been vetted for fidelity to the source material.
Why Investing is a "Loser's Game"
To understand how to survive, we must look at the game we are playing. Charlie Ellis famously compared investing to amateur tennis. In professional tennis, the champion wins by hitting "winners", shots the opponent cannot return. In amateur tennis, the game is won by the person who makes the fewest "unforced errors."
"The best way to win at tennis is by not hitting losers." , Howard Marks
Most investors try to play like professionals, aiming for the "right-hand tail" of the distribution, the massive winners. But if you aim for the winners and miss, you often end up in the "left-hand tail", the catastrophic losses. By focusing on avoiding the losers, you ensure that your average performance remains respectable, which, over the long term, is often enough to outperform those who blow up trying to be heroes.
We often confuse a good outcome with a good decision. If you take a "crazy shot" and it pays off, you might think you are a genius. But as Nassim Taleb argues in Fooled by Randomness, luck plays a massive role in the investment world. A bad decision can work out, and a good decision can fail. The key is to recognize that "should" does not equal "will."
Marks uses a hauntingly simple analogy: "Never forget the six-foot-tall man who drowned crossing the stream that was 5 feet deep on average." You cannot live by averages. You must be able to survive the bad days. If your strategy relies on everything going according to plan, you are not investing; you are gambling on a best-case scenario.
The Futility of Macro Forecasting
Why do we spend so much time listening to pundits predict interest rates or GDP growth? Marks suggests it is largely a waste of time. Most macro forecasts are just extrapolations of the recent past. If the economy grew by 2% last year, predicting 2% for this year is "safe," but it’s already baked into the price of securities. You won't make money on a forecast that everyone else has already accepted.
Macro forecasts are often just reflections of the recent past. (Credit: Bozhin Karaivanov via Unsplash)
The only forecasts that make money are "radical" ones, predictions that deviate from the norm. But these are nearly impossible to get right consistently. Oaktree’s philosophy is simple: It is okay to have an opinion, but you should never act as if it is a certainty.
The Negative Art of Bond Investing
Bond investing is often misunderstood as a search for the "best" bond. In reality, it is a "negative art." If you have 100 bonds and 90 of them pay their interest, it doesn't matter which of the 90 you choose, they all pay the same. The only thing that matters is excluding the 10 that default.
This is the lesson Mike Milken taught in 1978: buy what others fear. When expectations are low, it is hard to have a big loser. If you buy a bond that everyone thinks is "bad," and it survives, the surprises are likely to be on the upside.
The Contrarian's Corner
The industry standard suggests that "diversification" is the ultimate protection. However, the contrarian view is that diversification can sometimes be a mask for ignorance. If you own everything, you own the losers just as much as the winners. True risk control isn't just about spreading your bets; it's about having the discipline to exclude assets that are fundamentally overpriced, even if the rest of the market is buying them.
Find Your Path: Interactive Helper
Are you an investor or a speculator? Use this logic to check your approach:
If you are buying because you "like the company": You are a first-level thinker. Stop and ask: "What is the price, and is it justified by the value?"
If you are buying because you think the market will go up: You are market timing. Re-evaluate your position based on the asset's intrinsic value, not the market's momentum.
If you are buying because you've identified a "bad" asset that is priced for bankruptcy but likely to survive: You are practicing second-level thinking. Proceed with caution.
Risk & Volatility Disclosure
Investing involves the risk of loss. The strategies discussed here, particularly those involving distressed debt or high-yield bonds, carry significant liquidity and credit risks. Market volatility is not a bug; it is a feature. Investors must ensure their portfolios are structured to withstand periods of extreme market stress, as "average" returns are often insufficient to cover the costs of a total loss.
Behind the Numbers
The math of investing is often counterintuitive. Consider the "second quartile" trap: a fund that stays in the 27th to 47th percentile every year can end up in the top 4th percentile over a decade simply by avoiding the catastrophic "blow-ups" that plague top-quartile managers. Compounding is powerful, but it is destroyed by large, negative years. Protecting the downside is mathematically superior to chasing the upside.
Building a Sustainable Investment Philosophy
To build a philosophy that lasts, you must embrace humility. The Oaktree approach is built on six tenets: risk control is paramount, consistency beats top-quartile performance, macro forecasting is ignored, market timing is avoided, and the focus remains on bottom-up analysis. As Marks says, "What the wise man does in the beginning, the fool does in the end." If you find yourself jumping on a trend because everyone else is, you are likely the fool.
My Personal Toolkit
The "Most Important Thing" Framework: A mental checklist for evaluating risk versus price before every trade.
Second-Level Thinking: The practice of asking "What does everyone else think, and why might they be wrong?" before committing capital.
Historical Memo Archives: Regularly reviewing past market cycles to maintain perspective on how "euphoria" and "panic" repeat themselves.
According to Howard Marks, success in investing is determined by the price you pay relative to the asset's intrinsic value. Even a high-quality company can be a poor investment if you overpay for its stock.
The 'negative art' refers to the strategy of focusing on excluding losers rather than trying to pick winners. This is particularly relevant in bond investing, where the goal is to avoid the small percentage of assets that will default.
Macro forecasting is often a waste of time because most predictions are just extrapolations of the recent past, which are already priced into the market. True profit comes from radical, non-consensus predictions, which are extremely difficult to get right consistently.
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Editorial Team • Question of the Day
"If you had to choose between a "perfect" company at a high price or a "flawed" company at a deep discount, which would you choose and why?"
