I prefer to invest in the stock of companies that most people have never heard of, for several reasons. The first is that everyone has an opinion on popular well known stocks, and this can distract you from why you bought it, causing you to doubt your analysis and to lose your nerve.
Another is that financial pundits are always commenting on popular stocks causing them to run up and down on the latest commentary. Or it is easy to imagine that the stock is being swayed by commentary when it is just a generally volatile stock. I think it is easier to ride out the ups and downs when they seem random as opposed to caused by rumor or opinion.
