Want to find a great long-term investment? Look for an annual report that treats you like a human being.
Most don’t. The standard-issue annual report features heroic photos of the CEO, staged snapshots of maniacally grinning workers, and vague assurances that, despite enormous challenges being faced by the stalwart management team, the future looks just fine.
Only a handful of annual reports talk to you like a partner. These reports don’t spend a fortune on glamour shots of smokestacks basking in the sunset. They avoid canned promises to “respect all our stakeholders.” Instead, they deliver a blunt assessment of both the firm’s successes and its failures.
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