From: Subject: The Books on Business: Best stock pickers do their own homework Date: Tue, 23 Jul 2002 08:14:58 -0700 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0017_01C23221.08DB6220"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2600.0000 This is a multi-part message in MIME format. ------=_NextPart_000_0017_01C23221.08DB6220 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.post-gazette.com/businessnews/20020721books0721fnp7.asp The Books on Business: Best stock pickers do their = own homework
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3DBusiness=20The Books on Business: Best stock pickers = do their=20 own homework

Sunday, July 21, 2002

"The Faber Report: CNBC's "The Brain" Tells You How Wall = Street=20 Really Works and How You Can Make It Work for You" by David = Faber with=20 Ken Kurson. Little, Brown, 2002.

As Wall Street continues to tank, dragging millions down with = it, what=20 more profitable reading than The Faber Report, a blunt analysis of = the=20 powerful and unsavory world of investing, written by CNBC's = renowned Wall=20 Street correspondent? David Faber uses his take-no-prisoners = approach to=20 disembowel investment banking firms, expose methods of corporate = deceit,=20 flay the conspiring accounting firms, and generally lay bare how = investor=20 billions are made and lost (mainly lost) through greed and = incompetence.=20 He does this in the service of explaining to the ordinary investor = how to=20 stay above water in the shark tank of the investment world, which = he does=20 with blunt honesty, a sharp wit, and lots of colorful words such = as=20 "sleazebag," "schlub," and "slimeball."

Faber is a consummate investigative reporter, and his message = to=20 investors is that, in order to carefully invest in a company or a = mutual=20 fund, they can use the same techniques that he uses to track down = a scoop.=20 He then explains these practices in clear and minute detail, with = many=20 examples involving recent scandalous stories -- Enron, Tyco, MCI, = Lucent,=20 Global Crossing -- and how they might have been foreseen. Of = course, the=20 average investor could never share Faber's extraordinary access to = special=20 informants, but much of the information that he uses is very much = within=20 reach today. He gives an eye-opening line-by-line analysis of what = parts=20 of a company's SEC filings -- available to all on http://www.sec.gov/edgar.shtml -- clearly = indicate=20 overstated earnings and other shenanigans. He mentions using http://www.google.com/ to=20 do a search on a CEO's name and the word "fraud" -- if there are = many=20 hits, you know there is a problem. He shows how a prospectus, when = read=20 carefully, discloses "every risk and dirty deal." Simply checking = the=20 discount bin at Kmart can give a good clue to a company in = trouble. (Not=20 to mention using tools like the free databases now available = through the=20 Carnegie Library -- http://www.carnegielibrary.org/clp/databases.html = --=20 that will yield hundreds of telling articles on corporate = backgrounds.)

Faber is fed up with analysts, because he thinks they are = dishonest and=20 compromised, and is high on short-sellers, because they are = geniuses at=20 sniffing out the truth about corporate misbehavior. But he also = thinks the=20 skills and information to do reasonable company analysis are = within the=20 reach of everyone; he quotes an owner of a large investment bank = as saying=20 that he could teach his dog to be an investment banker. He also = quotes=20 Mark Twain: "A gold mine is a hole in the ground with a liar on = top." The=20 Faber Report shows you how to pry off that prevaricator and see = for=20 yourself.

"The MouseDriver Chronicles. The True-Life Adventures of Two = First-Time Entrepreneurs" by John Lusk and Kyle Harrison. = Perseus=20 Publishing, 2002.=20

With all the flair and emotion of two imaginative young men on = a quest,=20 this story takes the reader on an exhilarating ride of the = development and=20 debut of an original new product. Lusk and Harrison, "regular = guys" fresh=20 out of The Wharton School, chronicle the process of bringing their = innovative idea -- a PC mouse shaped like the head of a golf club = -- from=20 inception to sale on the store shelves, during the wild high-tech = ride of=20 the late 1990s. Along the way it reveals the thrills, fears, = hard-fought=20 experiences and hundreds of lessons for the first-time = entrepreneur.

This diary vividly describes the pair's unconventional = approaches to=20 testing and developing the MouseDriver. They practiced quality = control by=20 dropping their newly minted PC mice on their kitchen floor to see = how much=20 damage was done. Packaging for their product was discovered during = a=20 safari to the jewelry department of Nordstrom. They learned about = warranty=20 language by buying a small item and studying its warranty card. = During=20 their journey they found that the Yellow Pages came through more = often=20 than their vaunted network of Wharton contacts. Lusk and Harrison = came to=20 believe in the maxim, "good enough is better than perfect."=20

They described their humbling experiences at trade shows where = they=20 shared a third of a booth with two other companies, sort of like a = timeshare. They also practiced the art of bartering. At one trade = show,=20 Kyle offered to quickly and efficiently connect the wiring for all = the=20 exhibitors in exchange for having his PC MouseDriver instead of = the=20 standard mouse at all the booths. Thus their mouse with its logo = was=20 incidentally on display everywhere.=20

Other tricks served them well. Their business card had a suite = number=20 that smartly masked the fact that their tiny apartment doubled as=20 corporate headquarters. To finance their venture, once they got = some=20 initial capital through investments from friends and professors, = they=20 relied on credit cards instead of banks for immediate cash. = However,=20 because they promptly paid off their sizable bills with money from = their=20 sales, the credit card companies reduced their annual interest = rates from=20 18 percent to 9.9 percent.=20

This cagey approach to financing typifies the sort of = unconventional=20 thinking that permeates the MouseDriver Chronicles, making it a = compelling=20 treatise on how to break the rules and still succeed in the = business world=20 of the new millennium. For more news on this engaging company and = its=20 product, http://www.mousedriver.com/, will show you a = nifty=20 mouse for any PC user who also happens to enjoy golf.=20

"Remember Every Name Every Time: Corporate America's Memory = Master=20 Reveals His Secrets" by Benjamin Levy. Fireside Book, 2002.

Imagine this scenario: You are at an important business or = social=20 gathering and you hear yourself mumbling apologetic phrases like = "I know=20 we've met before, but I just can't remember your name." Despair no = more;=20 help is on the way, thanks to Benjamin Levy, an entertainer and = memory=20 expert who works for (and coaches) many of the world's top = executives. He=20 is often asked to attend large corporate functions where he = briefly=20 introduces himself to each guest, and at the end of the evening he = demonstrates, to everyone's amazement, that he remembered the name = of=20 every single person he met! How is this possible? According to Mr. = Levy,=20 individuals who claim to have "no memory for names" simply haven't = developed their innate skills for doing just that. He'll show you = how you=20 can improve your skills if you make a concerted effort to learn -- = and=20 practice -- the techniques outlined in this remarkable book.=20

The first step to remembering faces -- and attaching names to = them --=20 is increasing your awareness of faces in general. The author = suggests=20 focusing on a different facial feature for a week each month -- = eyebrows=20 one week, noses the next week. While you are doing this, think of=20 descriptive words that can help you distinguish the subtle = differences=20 between the same features on various individuals. And don't worry = about=20 staring! Your focus will only seem like a flattering display of = interest.=20

He offers several effective techniques that will enable you to=20 understand the person's name, put it in a context and firmly = implant it in=20 your memory by the end of the conversation. For people with such = names as=20 Bill, Mike or Mary, you'll learn how to link a face and a name = with a=20 graphic visual image that will make these people unforgettable. = The=20 process goes something like this: Bob -- nose -- bobsled. Color=20 photographs of individuals are included in the text, along with = "tests,"=20 so that you can measure your progress at remembering the names of = these=20 new "friends" when they subsequently reappear in random group = photos.

Benjamin Levy passionately believes that remembering names and = faces is=20 the greatest skill you never learned. He provides you with the = information=20 that can dramatically transform your career and your personal = social life.=20 Now, the rest is up to you!

Also recommended are:

"The Everything Get Out of Debt Book" by Cheryl Kimball = and Faye=20 Kathryn Doria, CFP. Adams Media Corporation, 2002.

"How the Bond Market Works" by Robert Zipf. New York = Institute=20 of Finance, 2002.

"The Ordinary Business of Life: A History of Economics from = the=20 Ancient World to the Twenty-First Century" by Roger E. = Backhouse.=20 Princeton University Press, 2002.

Contact the business librarians, who also answer questions = about=20 business, money, and work, at (412) 281-7141 or at http://www.carnegielibrary.org/clp/libctr/business/.=

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C= opyright=20 =A91997-2002 PG Publishing Co., Inc. All Rights Reserved.=20
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