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The Little Book of Bull's Eye Investing: Finding Value, Generating Absolute Returns, and Controlling Risk in Turbulent Markets by John F. Mauldin

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An Introduction to Bull’s Eye Investing

“Would you tell me, please, which way I ought to go from here?”

“That depends a good deal on where you want to get to,” said the Cheshire Cat.

“I don’t much care where . . .,” said Alice.

“Then it doesn’t matter which way you go,” said the Cat.

“. . . just so long as I get SOMEWHERE,” Alice added as an explanation.

“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”

—Lewis Carroll, Alice’s Adventures in Wonderland

EVERY HUNTER KNOWS YOU don’t shoot where the duck is; you shoot where the duck is going to be. You’ve got to “lead the duck.” If you aim where the duck is at the moment you shoot, you’ll miss it.

Bull’s Eye Investing simply attempts to apply that same principle to the markets. In this book, I hope to give you an idea of the broad trends that I believe are at work now and will persist for the remainder of this decade. Then I’ll help you target your investments to take advantage of those trends.

Through the Looking Glass

When I was invited to do this Little Book of Bull’s Eye Investing, I wondered whether the original Bull’s Eye Investing (written nine years ago and dense in data and research, and not little at all) could be shortened and still deliver what put the book on the best-seller lists and earned it the top spot on Forbes publisher Rich Karlgaard’s roll call of the decade’s most important books on investing. It has since been published in several foreign languages and is still in print.

Thinking about ...

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