Investment Philosophy

Willis Investment Counsel’s investment management philosophy is grounded in five fundamental beliefs:

Independent research should support methodology. Research is chief among the elements of our investment philosophy. We independently conduct all of our investment research, utilizing quantitative and qualitative criteria and financial modeling that we have developed over the years.

Market history is relevant. Historical norms and trends inform our investment analysis, but do not govern or control our investment decision-making.

Calculating and measuring risk and reward is essential. We thoroughly assess investment risk and reward by utilizing information gleaned from our research and market history.

Unfailing discipline is critical. Maintaining a long-term investment focus and adhering to our established investment policy and clearly defined methodology are fundamentally important in achieving our clients’ investment objectives.

Behavioral aspects of investing must be acknowledged and managed. We believe that the intrusion into investment decision-making of investor emotion, overreaction, and market “hype” can lead to mistakes, increase risk, and produce sub-optimal investment results.

Willis Investment Counsel

710 Green Street
Gainesville, GA 30501

Phone: 770.718.0706
Fax: 770.718.0805
www.wicinvest.com
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