- Recommendations must be supported by a broad range of fact-checked evidence, rather than one or two 'cherry-picked' pieces;
- Recommendations must be 'actionable' in a practical way by the target clients and one or more of these must be specified;
- Recommendations must not only provide a specific price (or return) target, but also an estimate of risk (or volatility) and reference to a specific time horizon;
- Recommendations must include one or more conditions under which the particular investment would no longer be as attractive, if at all.
"The herd can remain irrational longer than the rational investor can remain solvent."