Philip Fisher, the author of this book, believed that great investing starts where most people stop. Undoubtedly, financial statements matter, but they only tell part of the story. To truly understand a company, an investor must focus on its quality, not just its numbers.

According to Fisher, the best returns come from deep research, not surface-level analysis. Many investors rely on publicly available data. But this puts them at a disadvantage. Real insight lies within original research, which involves learning things that are not obvious or widely known.

This belief led to what Fisher called the “scuttlebutt method.” Instead of depending solely on reports, investors should gather information directly from those who interact with the company. This includes customers, suppliers, competitors, and even former employees. By doing so, one can gain different perspectives on the company and understand how the business truly functions.

These discussions open your eyes to information that statistics cannot. For instance, competitors can reveal how strong a company truly is in its market. Customers can explain whether products are genuinely valued. Suppliers may show how reliable and efficient the company is. Finally, when combined, these perspectives form a much clearer picture than any spreadsheet.

However, you must be careful not to see the scuttlebutt method as merely gathering gossip. It’s thorough, thoughtful research that includes asking the right questions and filtering out empty talk. Your goal must be to understand whether a company has long-term strength and honest leadership. By understanding how a company works from the inside out, investors can find rare opportunities — companies capable of delivering what Fisher called “uncommon profits.”