Investing should be easy – just buy low and sell high – but most of us have trouble following that simple advice. Why? Because nothing is that simple. If the most aggressive investor were to enter the market with no protections, would they come out positive in 50 years time? Investment experience and history tell us; yes! However, you would be in for a true roller coaster of a ride. How do we enter the market, and downgrade the roller coaster? We learn more about you. You are the only one who can tell us what your goals are, how you want to get there, and how much of a thrill seeker you really are. There are principles and strategies that may enable you to put together an investment portfolio that reflects your risk tolerance, time horizon, and goals. Understanding these principles and strategies can help you avoid some of the pitfalls that snare some investors.