Balancing risk(y business) and return

Market Ethos.
30 January 2023.

Investing is all about balancing risk and return to achieve your long-term goals. I think everyone understands returns (especially when they’re negative), but what about risk? In finance, the most popular approach incorporates the volatility or standard deviation of an investment’s returns. Standard deviation may sound a bit mathy, but if you break down the term – standard or average and deviation or dispersion – it is just a measure of the variability of returns. Of course, many more metrics have become common, including downside deviation, up/down market capture, and drawdown. Really, they are all trying to paint a picture of the risk of an investment based on its variability of returns. But is that ‘risk’?

Take risk-adjusted returns such as the popular Sharpe ratio (return divided by volatility). Both investments A & B in the chart below have the same return over the time period; however, A takes a much more volatile path to reach the same destination. Does that make B better than A? B certainly has a higher Sharpe ratio, but both result in the same wealth creation. This is where risk really depends on you, the investor

Related articles

Market Ethos

Earnings going global

23 February 2026. Market Ethos. It’s anyone’s guess if risk appetites will rise or fall in the coming months, though they’re more likely to fall…

2 minute read

Market Ethos

AI wrecking ball

Market Ethos. 17 February 2026. There is a wrecking ball bouncing from one industry to the next and folks are calling it the “AI Scare…

2 minute read

Market Ethos

Mixed signals

10 February 2026. Market Ethos. The economy is good, earnings growth is good, inflation is fine, this is a good foundation. These are more market…

2 minute read