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The Three Rules of Investing

Writer's picture: Greg LukenGreg Luken

Updated: Feb 11

What the three rules are and how we use them.



The Three Rules of Investing

Financial Planning, Market Volatility, Wealth Mindset


Having a plan is key to managing any situation. We know that no indicator is perfect, past performance doesn’t mean Jack, and no strategy guarantees a profit or prevention from loss. A mathematical risk rating helps balance risk by creating a critical exit point for down markets.


  1. Have a Plan for Up Markets. Go with the market when it’s working. Let your winners run.

  2. Have a Plan for Down Markets. Eliminate investment vampires and zombies. Addition by subtraction.


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Investment Advisory Services are offered through Luken Investment Analytics, LLC (“LIA”). LIA is registered with the Securities and Exchange Commission (“SEC”) as an Investment Adviser. Registration does not constitute an endorsement of the firm nor does it indicate that the adviser has attained a particular level of skill or ability. This information is believed to be accurate, but is not warranted. It is for educational purposes only and does not intend to make an offer or solicitation for the sale or purchase of any specific securities, investments, or investment strategies. Investments involve risk. Past performance does not indicate future results.

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