Warren Buffett's 4+4 Investment Criteria     Our goal is to find an outstanding business at a sensible price, not a mediocre business at a bargain price. Warren Buffet     How To Identify an Outstanding Company     4 Non-financial Investment Criteria ① It is simple and understandable. ② It has sustainable competitive advantage. ③ It has a consistent operating history. ④ It has favorable long-term prospects.   Buffett's 5 Tips for Individual Investors Ignore convention. Do not follow the crowd. Ignore the market, the crowd, and its fashions. Do your own research – and do it thoroughly. Warren Buffet   4 Financial Investment Criteria ① Return of equity ② "Owner earning" (the share of profits that belongs to investors) ③ Profit margins ④ Return on reinvested profits Warren Buffett's 7 Contrarian Principles Do not switch holdings frequently. Expect to hold your investments for ever. Do not avoid holding cash. Warren Buffet