Searching for the “best” investment is comparable to chasing the pot of gold at the end of the rainbow: it’s a waste of time. What happens if we change what “best” means on an individual level? At the New York Times, I review how often we focus on the wrong definition of best. Successful investing requires asking difficult questions that we shy away from because they might involve some pain (e.g., what do you really want your money for?). To define what’s best for you, you need to look beyond the spreadsheet. Be prepared: the answers may surprise you.

Why There Are No ‘Best’ Investments (New York Times)