The Heartfelt (and Sometimes Risky) Side of Investing
Investing is supposed to be logical—crunch the numbers, follow the charts, read the earnings. But let’s be real: sometimes it’s not about data. Sometimes, it’s about love.
Yes, love. Or loyalty. Or just a serious craving for fresh, hot doughnuts.
Personally, I own stock in $DNUT (Krispy Kreme)—not because it’s a powerhouse growth stock (though I hope it is one day), but because I love the product. That “Hot Now” sign? Irresistible. And every time I see it, I feel just a little bit more connected to my portfolio. It’s not the most analytical reason for an investment, but it’s honest. And I know I’m not the only one.
Investing Isn’t Always Just Numbers
Let’s be honest: sometimes we buy stocks because we love what a company stands for—or just what they sell. Maybe it’s a beloved restaurant chain, a favorite tech gadget, or a brand that evokes nostalgia. There’s something satisfying about putting your money behind something familiar and meaningful.
And it goes deeper. Owning stock often feels like owning a sliver of the brand’s story. You’re investing in their people, their mission, their future. It’s not just financial—it’s emotional.
But Here’s the Risk…
Emotional investing can be exciting—but it can also be dangerous. Just because you love a company doesn’t mean it’s a strong investment. A popular brand might still be struggling financially. That cool startup could be burning through cash. And your favorite fast-food chain might be losing market share faster than you can say “supersize me.”
Passion doesn’t always translate to profit.
That’s why balancing your heart with your head is key. Before clicking that “buy” button, ask yourself:
Does the company have solid fundamentals? Are revenues growing? Is the leadership strong? What’s the broader market outlook for the industry? Am I investing based on financials—or just feelings?
Where Sentiment Meets Strategy
I’m not saying don’t invest in companies you love. In fact, I think there’s real value in aligning your portfolio with your personal values or experiences. It keeps you engaged. It makes your investment journey more rewarding. And hey, it’s fun.
The key is to mix emotional picks with disciplined research. That’s what NPPSC is all about—balancing instincts with insight. Yes, I’ll keep my Krispy Kreme shares. But I’m also watching how they perform, what their earnings reports look like, and how the market responds.
Because when heart and strategy come together? That’s where truly notable picks live.
What’s in Your Portfolio That You Love—Even If It’s Not a Top Performer?
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