It's Not Magic, It's Just Boringly Brilliant
People love to mystify Buffett’s success. They talk about his genius as if he’s some sort of financial wizard, chanting incantations over stock tickers. The reality is far less exciting, and far more instructive. His returns, which have pulverised the market averages for sixty years, are built on a foundation of almost tedious common sense. He buys good companies at fair prices and then, and this is the crucial bit, he does absolutely nothing.
Look at his biggest bets. He didn't buy Apple because he suddenly understood semiconductor design. He bought it because he saw a consumer brand with the kind of fanatical loyalty that most countries can only dream of. He saw a company that wasn't just selling phones, it was selling an identity. To me, that’s not a tech investment, it’s a bet on human nature. The same goes for American Express and Coca-Cola. These aren't flashy, high-growth disruptors. They are deeply entrenched businesses with brands so powerful they are practically part of our cultural furniture. They are, in a word, moats.