The heart of investing is decision- making. Great investing therefore means great decision-making. Decision-making of this kind should be sustainable, which means one or two lucky guesses that turned out well aren’t going to cut it. Some sort of recipe, quantitative, qualitative, or both, is a handy (necessary) way of telling you what to look for in a possible investment. To turn the handy guide of what to buy into investment success requires the investor to know when to buy. Often the best time to buy is when nobody else wants to.