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The original quote, apparently born in the ivory towers of scientific academia, was, "In case of doubt, make it sound convincing." That it can work for a salesman is obvious, but how does it work for investors? Like this. When everyone knows something about a stock, it's too late to invest based on that fact; the price of the stock reflects that knowledge. It's only by investing in things about which there is doubt (like next quarter's earnings) that you can succeed. To do that, you've got to wrestle with doubt, use rational thinking to project the future, and then invest with confidence, whether you talk about it convincingly or not.
Note: This is the only non-circular button in the entire collection.