There are many, many people who are smart investors. They have studied the financial markets, know how to evaluate a company, know about asset class diversification, know how to assess their own risk tolerance. What is most difficult, even for these very skillful investors is to eliminate the factor of emotion from their decisions. There are tables which indicate the average annual rate of return for equity markets and the average annual rate of return of the average equity market investor. There is a huge gap between the two averages. This is due to the factor of emotion and the lack of an intermediary between the investor and his/her portfolio. Creating an “arms length” between you and your portfolio is essential to optimal investment performance. When this “arms length” contains an experienced, cool advisor who has a financial interest in your continued success, you are going to have much greater chance of weathering the storms of Market cycles.