Bernstein is the author of several books on finance and economic history including The Four Pillars of Investing and The Intelligent Asset Allocator. Dr. Gamma: How Advisors Add Value. 18 Bernstein, W. (). The Four Pillars of Investing: Lessons for Building a Winning Portfolio. New York: McGraw Hill, pp. -William J. Bernstein, PhD, MD author of The Four Pillars of Investing: Lessons for Building a Winning Portfolio and The Intelligent Asset Allocator. RACHEL STOTT BETTER PLACED EMAIL INBOX

Today, however, he has the satisfaction of knowing that he helped millions of investors realize far better returns on their savings than they otherwise would have earned. He is a hero to them and to me. This new edition of The Little Book of Common Sense Investing offers you the same solid strategy as its predecessor for building your financial future.

Build a broadly diversified, low-cost portfolio without the risks of individual stocks, manager selection, or sector rotation. Forget the fads and marketing hype, and focus on what works in the real world. Understand that stock returns are generated by three sources dividend yield, earnings growth, and change in market valuation in order to establish rational expectations for stock returns over the coming decade.

Recognize that in the long run, business reality trumps market expectations. Learn how to harness the magic of compounding returns while avoiding the tyranny of compounding costs. While index investing allows you to sit back and let the market do the work for you, too many investors trade frantically, turning a winner's game into a loser's game. Understanding of investing history Bernstein believes investors hardly have any knowledge about financial and investment history and how the previous investment legends dealt with market bubbles, booms and busts.

He feels that by looking at years of information about financial markets, investors can learn valuable lessons, which would tell them about the short-term and long-term behaviour of various financial assets. According to Bernstein, irrational exuberance is a key hurdle that investors face in the market as markets can get irrational and overreact at times. Bernstein feels investors who are unaware of financial history are irretrievably handicapped and, hence, an understanding of financial history provides an additional dimension of expertise to investors.

Since risk and return are just different sides of the same coin, it cannot be any other way," he says. Bernstein says by understanding the history of investing, investors can make more considered, rational choices and this might also prevent or at least mitigate the future market bubbles. Knowing insights of the psychology of investing Bernstein says, herd instinct, overconfidence, recency bias , need for excitement, myopic loss aversion, and other human flaws lead investors to making investing mistakes.

He believes just being aware of the psychological component of investing can help prevent some mistakes that investors make. He feels the state of mind in which investors are in affects their decision making. So, it is important to understand behavioural finance to avoid the most common mistakes and to confront their own defective investment behaviour. Bernstein believes investors themselves are their own worst enemies.

He feels although diversification and indexing are the most reliable methods to obtain long-term investment success, it is not very popular with investors. Many people believe investing should be exciting. Bernstein provides a list of techniques to deal with psychological pitfalls: Recognize that the conventional wisdom is usually wrong. Don't become overconfident. Don't believe that you're smarter than the market.

Ignore the past 10 years. Recent performance has little bearing on the future of a particular stock or mutual fund. You shouldn't invest for entertainment. This isn't gambling. You invest to protect and grow your principal. Don't let short-term losses affect your long-term strategy. Too many people panic at the first sign of trouble.

Know that the overall performance of your investment portfolio is more important than any single part. You will have investments that decline in value from year-to-year.

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