Retail investors or advisors serving retail investors can choose to keep it simple with portfolios that follow a handful of easy-to-grasp rules:
- Buy assets where there is a genuine underlying source of return (corporate earnings, interest income, and rental income).
- Diversify across asset classes so that you don’t depend on any one stream of returns.
- Choose asset weights that reflect the investor’s different needs: Income, Growth, Safety, Speculation
- Reduce unneeded fees
- Be strategic about the impulse to buy and, especially, to sell so that you can keep capital gains taxes reasonably low.
- Rebalance across the asset classes when one of the asset classes moves too much.
- Hold the portfolio of these diversified assets for decades.



