I thought about the Beardstown Ladies on the way to work the other day (between wondering where winter went and why my Final Four picks never work out).
Remember the Beardstown Ladies Investment Club?
The 16 original Beardstown Ladies (from tiny, rural Beardstown, IL) formed their club in 1983 after being told by the men in their lives “not to worry your pretty little heads” about finance and investing. They put together $25 to $100 a piece and bought stocks like Walmart (because the lot was always crowded) and Medtronic (after a member was fitted for a pacemaker).
Their simple approach caught on in an era where fund managers like Fidelity Magellan’s Peter Lynch famously owned Dunkin Donuts “becasue the coffee is always good and the store is always crowded.”
After a number of national television appearances and best selling books an article appeared in 1995 questioning the club’s investment performance. Turns out after an audit that their results, though solid, was not as stellar as they claimed.
So they faded, quickly, from the public eye. If the Beardstown Ladies were a stock chart, it would end up in the “sell” pile. They rose and fell in the public eye faster than a cheap carnival ride.
The Beardstown Ladies Investment Club continues on, however, with many of the original members who were in it for camadarie, not fame.
We all have a comfort zone; the tendency to fall back on what is known and reliable.
For example, I am the son of an architect but picked up none of his “architect genes.” My father, the engineer, can fix anything. Me? I am clueless to the point where my kids regularly snatch the toolbox from my hands, pour cold water over my head and call Grandad as a matter of public safety.
When it comes to home repair, car repair or any type of repair, I am most proficient at writing a check and happy to remain a pedestrian in the field.
It is just as important to know who I am as who I am not. The same can be said for clients.
Today’s investor has infinitely more at their fingertips than the pre-internet Beardstown Ladies ever did, and knowledge is power. But there is something to be said for independent, objective advice from an advisor who is not emotionally attached to individual holdings.
My best clients through the years, and the best people to work with, have a bit of the Beardstown Ladies in them. They enjoy picking stocks and talking about them.
They also realize that trying to manage an entire investment portfolio is akin to shingling a house alone or replacing a transmission in the driveway, whether in Beardstown, Chicago or points between.

