Fama, French, and the Hidden Architecture of Returns Most investors, when they buy a mutual fund, look at one thing above everything else. Returns. Five-star rating. Three-year CAGR. Maybe the fund manager's name. And then they invest. What very few investors stop to ask is — what is driving those returns? Not the fund house, not the manager's instinct, not luck — but the underlying systematic reason why certain stocks tend to outperform over time. This question led two American economists, Eugene Fama and Kenneth French, to one of the most important discoveries in modern investing. And understanding their work does not just make you a smarter investor. It fundamentally changes what you think you are buying — and why. The Old World — One Factor Ruled Everything For decades, the dominant idea in finance was elegantly simple. The more risk you take, the more return you should earn. Specifically, stocks that move more with the overall market — stocks with high beta — should delive...
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