In my last column I took a question from an investor friend: “Should I invest in this tampon subscription box start-up?” and used it to discuss the need to radically change how we invest in the private markets, especially start-ups. This week my same friend, along with several readers, asked me a related but slightly different question: “How should I be thinking about investing in the public markets?” So, I thought it would be fun to follow up with an article on how to invest in equities. Firstly, I’ll discuss what to invest in. Secondly, I’ll discuss how to invest. …

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