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…investing is simple, but not easy.1 The simple part is that the winning strategy is to act like the lowly postage stamp that adheres to its letter until it reaches its destination. Investors should stick to their Asset Allocation until they reach their financial goals. The reason it is hard is that it is difficult for most individuals to control their emotions—emotions of greed and envy in bull markets and fear and panic in bear markets. Larry Swedloe