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Writer's pictureDR JJUUKO DERRICK

Investment: Where Do We Go Wrong?



Over the past few days, I’ve found myself engaged in a number of discussions about investment. It’s such a nuanced and often tricky subject to navigate, with everyone offering different perspectives based on their own experiences. During these conversations, I’ve heard a range of opinions—some common, others more contentious—that shed light on why investment decisions can be so difficult to make. From taking loans to fund a business to the idea of diving in without much preparation, it's clear that there’s no one-size-fits-all approach to investment. So, where do we go wrong in the investment world?


The Debate Around Debt and Business Investment

One recurring theme I’ve encountered is the debate about using loans to start a business. There are those who strongly advocate against borrowing money, arguing that taking on debt can put your venture at risk from the outset. On the other hand, I’ve also spoken with several entrepreneurs who took loans and are now running successful businesses. They argue that, without access to capital through loans, they wouldn’t have had the opportunity to scale or even start their businesses in the first place.

This contrast can be confusing. So, what’s the right path? The truth is, there’s no universal answer. Taking out a loan to invest in a business can work—but only if you have a solid business plan, a clear vision of how you'll generate revenue, and the discipline to manage debt effectively. However, the risk of leveraging debt in a new venture should not be underestimated. If the business doesn’t succeed, the financial strain of repaying that loan can leave you in a precarious position. Therefore, careful assessment of both the potential reward and risk is crucial before deciding to take on debt.


The "Just Start" Mentality: Good Advice or Dangerous Impulse?

Another perspective I’ve heard is the idea of jumping into an investment without too much overthinking—“just start and figure it out as you go.” For some entrepreneurs, this approach has worked out, and they’ve learned through trial and error. But for others, rushing in without proper planning has led to costly mistakes and a long road to recovery. There’s no doubt that taking action is important in entrepreneurship and investment. However, starting without a strategy or sufficient knowledge of the market you're entering can be reckless.

In many cases, the “just start” mentality can result in losses or missed opportunities because the groundwork wasn’t laid first. The old adage, "Fail to plan, plan to fail," holds true when it comes to investment. While you don’t need to have every detail figured out before you begin, having a clear framework for your investment—knowing your goals, your risks, and your exit strategy—is essential for sustainable growth.


Risk Appetite: Are You Willing to Play?

One piece of advice that often comes up is the idea that investment isn’t for everyone. Specifically, some argue that if you have a low-risk appetite, investing might not be the right decision for you. On one hand, this is accurate—high-risk investments can lead to significant losses, and not everyone is mentally or financially prepared to weather such fluctuations. On the other hand, avoiding risk entirely could mean missing out on opportunities for growth.

The key here is to align your investment choices with your risk tolerance and financial goals. If you’re risk-averse, you may want to look into safer, more stable investment options like bonds or dividend-paying stocks. Alternatively, if you're open to taking risks, you might explore ventures that have higher potential returns but also more volatility, such as startups or real estate.


My Approach to Investment Decisions

When it comes to making investment decisions, I believe it's essential to approach the process methodically. The first piece of advice I give is simple: begin with the end in mind. Whether your goal is to generate income, build long-term wealth, or achieve financial independence, having a clear understanding of what you want to achieve is crucial. Once you define your end goal, you can work backward to determine what steps, strategies, and resources will be required to reach that point.

For example, if your investment goal is to achieve a specific profit by the end of the year, you need to calculate how much capital you need to invest and what rate of return is realistic for that investment. Working backward like this helps you create a more focused, calculated approach to investing.


Don't Invest in What You Don't Understand

Another piece of advice I often share is that you should never invest in something you don’t understand. While it's tempting to follow the crowd or jump on the latest trend, putting your money into an area you're unfamiliar with can be disastrous. Lack of knowledge is one of the leading causes of failure in investments.

That said, if you do find yourself interested in a sector you're not familiar with, seek out professional advice or consultancy services. Engaging with experts who can guide you through the complexities of the market is a smart way to mitigate risk. Whether it’s financial advisors, industry specialists, or even mentors who’ve walked the path before you, leveraging external knowledge can provide you with insights you may not have considered on your own.


The Bottom Line: More Than Just a Financial Commitment

Ultimately, investment is more than just a financial decision—it’s about committing to your future, taking calculated risks, and being prepared for both success and failure. Here are a few tips to guide you as you make your investment decisions:

  1. Know Your End Goal: Define what you want to achieve from the investment. Whether it’s a specific profit, long-term wealth creation, or personal growth, having a clear goal will guide your strategy.

  2. Calculate Your Risks: Every investment carries risk. Make sure you understand the potential downsides and have a risk management strategy in place.

  3. Invest in What You Know: Knowledge is power. If you’re entering an unfamiliar sector, make sure to learn as much as you can or seek guidance from someone who understands it well.

  4. Start with a Solid Plan: Don’t rush into investments. Plan carefully, considering the financial, operational, and personal implications of your decisions.

  5. Don’t Be Afraid to Seek Help: Whether it’s financial advice, market analysis, or mentorship, don’t hesitate to consult with experts who can help you make more informed decisions.


In the end, investment is a journey. It’s about balancing knowledge, risk, strategy, and the willingness to adapt as circumstances change. By approaching investment thoughtfully and strategically, you increase your chances of making it a rewarding experience, rather than a costly mistake.


About the author

Dr. Jjuuko Derrick, is a pharmacist with a keen business acumen. Having dedicated much of his career to engaging with business owners and employees, he brings a unique blend of pharmaceutical expertise and business insight to the table. As an entrepreneur himself, he is passionately committed to leveraging his technical skills and entrepreneurial experience to foster the growth and development of multiple businesses. Driven by a mission to make a meaningful contribution to the business landscape, he stands ready to empower entrepreneurs with the knowledge and tools they need to thrive.




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