📖John Neff
Sell Discipline Rules
Follow pre-defined sell criteria without emotion.
Have clear, pre-defined sell criteria. Sell when: your thesis is broken, valuation is fully realized, or a significantly better opportunity appears.
🏠 Everyday Analogy
📖 Core Interpretation
John Neff advocates a repeatable process: define criteria, execute consistently, and review decisions against evidence. Process quality drives outcome consistency.
💎 Key Insight：Disciplined selling prevents emotional decision-making.
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❓ Why It Matters
Without process, there is no reliable feedback loop. Structured execution and review improve decision quality over time.
🎯 How to Practice
Run a decision loop of research, thesis, execution, and post-mortem; document assumptions and update playbooks with evidence, not hindsight bias.
⚠️ Common Pitfalls
Having opinions without execution criteria
Reviewing outcomes but not decisions
Abandoning rules during volatility spikes
📚 Case Studies
1
General Electric Revaluation (1982)
Early 1980s recession fears pushed GE’s P/E below market averages despite solid cash flows and strong business franchises. Neff accumulated shares, expecting profit growth to resume with economic recovery.
✨ Outcome：As earnings and confidence improved through the 1980s, GE’s stock and valuation rose, producing significant outperformance.
2
Ford Motor in a Recession (1974)
During the 1973–74 bear market, Ford’s stock collapsed amid recession fears and auto industry weakness.
✨ Outcome：Neff bought at low P/E with strong dividend; total return surged as profits and sentiment normalized.
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