But with stocks, unlike casino games of chance, the risk varies dramatically from one stock to another, all of it based largely on two factors—the quality of the company and the price you pay for its shares in relation to that quality. The higher the quality, the lower the risk, and the lower the price in relation to the quality of the business, the lower the risk.
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Is it high margin, low cost, market leading, and undervalued? Very low risk—fair value. Buy and hold.
