Due to a discussion that I started up with the famous Swedish blogger 4020 in the comments field of an article linking to an excellent interview he delivered at börspodden I ended up thinking a bit more on the topic and I decided to write this article.
The reason is that I get the feeling that my past knowledge of companies and their products are blocking my future when it comes to investments. What were companies doing in the past when I first got to know them and what are they doing today? Are they still the same? Do they make the same products? What do I have in my mind that they are doing?




