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Stocks Under Rocks: How to Uncover Overlooked, Profitable Market Opportunities by Peter F. Ricchiuti

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2. Despicable Me

From pawn shops to pest control to convenience stores to death care, the businesses we might be embarrassed to talk about at a cocktail party can be great investments.

For instance, people like to brag about investing in companies that are developing the latest new-fangled technology. These companies are sexy and may very well change the way we live, but they’re not necessarily where you want your money invested. Air travel certainly bettered the world, but airlines have been such terrible investments that Warren Buffett once quipped that “Far-sighted capitalists would have shot down Orville Wright at Kitty Hawk!”

Investors should be looking at the profitable, well-run business with a good balance sheet that is selling at an ...

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