The success or failure of the investor is often due to compliance with their investment plan. The article on The Motley Fool website cites a 30-year study that proves investors typically panic during emotional market declines and buy during times of market euphoria, thus ensuring sub-optimal returns. By investing in brand-name companies, the investor is more likely to hold what they know rather than panic. A traditional diversified portfolio may own several opaque investments such as an emerging market ETF or a Global Bond fund; Who really has the confidence to hold such esoteric investments during a 30% decline?