When it makes sense to buy into a bubble

Booms turn to bubbles when too many investors cotton on to a good story and buy in. It doesn’t matter as long as you get your timing right. John Stepek reports.

Every bubble in history has started with a good story. In the 1980s it was the Japan is better at everything' story, for example, and in the 1990s it was the new paradigm' story. But as investors often find out to their cost, a great story doesn't necessarily make a great investment. In 1999 we were all convinced that the internet would revolutionise the way we did business; that within five years we'd all be buying everything from our shoes to our groceries online; and that fax machines and letters would soon be made redundant by email.

We were, as it turned out, right. However, as it also turned out, that didn't mean that it made sense to buy into firms such as Boo.com, or Pets.com (neither of which ever made a penny before going bust) at the prices we did. Nor did it justify paying ridiculous sums even for a survivor such as Amazon.com. The few years when we thought it did represented the transformation of a good investment idea into a bubble. And when it ended a lot of people lost a lot of money. But the point investors should really take to heart is not the money lost in the carnage of the crash, but that if you'd bailed out of the market in 1996 when Alan Greenspan first warned that tech stocks were overvalued (in his infamous "irrational exuberance" speech) you'd have missed out on four years of gains. And even if you'd exited in, say, early 1999, you'd have missed the best gains of all: internet stocks jumped 61% in the fourth quarter of 1999 alone. The most money is always made at the very end of a bubble period.

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John Stepek

John Stepek is a senior reporter at Bloomberg News and a former editor of MoneyWeek magazine. He graduated from Strathclyde University with a degree in psychology in 1996 and has always been fascinated by the gap between the way the market works in theory and the way it works in practice, and by how our deep-rooted instincts work against our best interests as investors.

He started out in journalism by writing articles about the specific business challenges facing family firms. In 2003, he took a job on the finance desk of Teletext, where he spent two years covering the markets and breaking financial news.

His work has been published in Families in Business, Shares magazine, Spear's Magazine, The Sunday Times, and The Spectator among others. He has also appeared as an expert commentator on BBC Radio 4's Today programme, BBC Radio Scotland, Newsnight, Daily Politics and Bloomberg. His first book, on contrarian investing, The Sceptical Investor, was released in March 2019. You can follow John on Twitter at @john_stepek.