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For details of Buffett’s classic investment cases, please see the “Investment Bible: Buffett’s Truth” Story", you can view it at the following website:

/nz/bftstory/index.shtml

Andy, a senior American financial reporter, used the eyes of a securities investor to analyze Buffett's 66 years of The legendary investment career is narrated with more than 200 real and vivid stories and simple language, which makes you unable to put it down while reading. It also makes you feel that the investment philosophy of this book is readable and understandable. , credible and learnable. The book is highly praised by readers and hailed as "the stock investment bible of eternal value" by investors in the United States. Buffett himself loved this book very much. After reading the book, he asked his assistant to contact Andy and personally participated in the book signing event.

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Excerpt from one section:

Buffett Investment The situation of Coca-Cola Company

On the eve of Buffett’s preparation to purchase US$1 billion worth of Coca-Cola shares, thereby setting another historical record in the stock market, he received a call from Don Keough, President of Coca-Cola Company. A phone call.

Don Keogh, chairman of the board of directors of Santa Maria (football team), recalled: "I asked him how everything was going, and I said, 'Warren, have you bought any Coca-Cola stock?'"

"He answered in the affirmative with passion." Keogh was a popular amateur speaker and gained a reputation for it.

Don Keogh continued: "Shortly after our phone call, there were reports claiming that Warren had purchased stocks. Through reasoning, we also concluded that someone was buying our stocks." There was a hint between the words. , people at Coca-Cola Company can infer this conclusion based on the stock trading pattern.

"When the stock market began to recover from its trough (since the 1987 stock market crash), an unknown securities broker from the Midwest began to make occasional purchases. One day in the fall of 1988, the former Coca-Cola Company Chairman Robert Goizueta and Keogh were studying Coca-Cola's stock trends, and it suddenly dawned on Keogh, he told Goizueta: 'You know what, it could be Warren Buffett. '"

"We know that he has always been interested in Coca-Cola," Keough said while mentioning, "When Coca-Cola launched Cherry Coke in 1985, Buffett became the number one lover of Cherry Coke in the United States. ”

“He really understands us. And he’s a great board member. He understands the company and the financial data. He’s knowledgeable and proactive. Director. He has a clear and profound understanding of the intrinsic value of global registered trademarks.”

What did Mr. Keogh do after Mr. Buffett purchased Coca-Cola shares? Keogh, who originally had the opportunity to join Buffett Partners 30 years ago but declined Buffett's invitation, said: "After he bought Coca-Cola shares, I finally became a minority shareholder of Berkshire."

Keough lamented: "I really wish I had invested in shares at that time." If he had done so, Buffett would have appreciated the $5,000 he originally asked Keough to invest into $60 million. Don’t believe it, it’s true!

Keough was born in Sioux City, Iowa in 1958. His father was a cattle rancher and his mother was an Irish-American. He graduated from Creighton University, where he was an outstanding debater. The family later moved to Farnham Street in Omaha, directly opposite Buffett's home.

Buffett said that Keough's outstanding personality charm was one of the reasons that attracted him to invest heavily in Coca-Cola.

Keough worked for a period of time at a newly established television station in Omaha, commentating on WOWT-TV's football game program. During this period, he met Johnny Carson and later met an investment broker. Warren Buffett. After that, Keough quit his job in television and went to work in advertising for Paxton Gallover, the maker of butter-nut coffee.

The Swanson family purchased the company and sold it, renamed "Swanson Foods," to Dunkin' Coffee Company, which was later acquired by The Coca-Cola Company.

Mr. Coca-Cola, who makes Coca-Cola part of his diet, has also become one of the people Buffett sincerely invites many people to join Buffett Partnership. Although Keough came late to invest with Buffett, he was already involved in another way. Keogh explained: "When my wife Mikael and I were married in Omaha, we purchased furniture from the Nebraska Furniture Company, a subsidiary of Berkshire Hathaway, which was run by Mrs. Blumkin. , and we have been married for more than 40 years now.”

Keough said: “I can’t remember the scene when we introduced each other... Buffett was about 25 years old at that time, and I was about 30 years old. ." Keogh can no longer recall exactly how he met Buffett, only that they were neighbors.

"He is still the same person...that's what you see. His value has not changed. His story is not about money, but about value. People should understand his value...just like Buffett When he was asked about choosing a lifelong career at Berkshire's annual shareholder meeting in 1991, he responded this way: You must love your job and devote yourself to it."

Keough, who sold carbonated drinks, and later chemical engineer Roberto Gauzetta, both started working in the 1960s and quickly developed in management. Gauzetta joined Coca-Cola in 1954 after seeing an ad looking for a bilingual chemical engineer.

On the night of February 14, 1980, at the birthday party held for Coca-Cola Company Chairman Paul Austin at the "Four Seasons Hotel" in Manhattan, the two of them came as competitors to give Austin Happy birthday.

Kio said to Gozetta: "You and I are all the same, and no one knows how things will develop. Let us have a good rest at night, and no matter who is the final winner, we must encourage The other side caught up."

Gozetta was later promoted to chairman and CEO, and the team he and Keogh managed together has now become a model for senior management teams in the American business community. After retiring in 1993, Keogh served as president of Allen Investment Bank. Gozetta, a long-time smoker, died of complications from lung cancer on October 18, 1997. When Gozetta died, the Atlanta Journal-Constitution (October 19, 1997) published a full-page story about his life. It quoted Buffett as saying: "The most precious legacy he left for the company is the future leadership team of the company that he carefully selected and cultivated."

Shortly after Gozetta's death, Douglas Ivest took over and led the company through many crises. Two years later, Douglas Deford took over.

The Coca-Cola Company made an announcement on October 23, 2000, that Keough was rejoining the company as a senior management advisor.

Deford said at a press conference: "Although Keogh retired in 1993, I still maintain close contact with him on many major decisions. He is like the company's board of directors. "

(Excerpted from "Investment Bible: The True Story of Buffett" Supplied by the Organizing Committee of the China and Fortune 500 Enterprise Development Research Foundation)

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