It's ok to fall in love with the company. Just don't forget to sell as soon as you fall out of love with the company. You may also pay attention to the price of

It's ok to fall in love with the company. Just don't forget to sell as soon as you fall out of love with the company. You may also pay attention to the price of the stock: if you love the company and feel that stock is undervalued -- buy more. If you feel that stock is overvalued -- hold or sell. If you don't like/trust company anymore -- sell. Still it's important to diversify your portfolio: Pick at least two companies to invest into. There is no need to pick more than five. Don't sell in panic when price goes down -- if you didn't sell company when you was more expensive yesterday -- why sell it today when you get even less? Don't buy in greed when stock price goes up. If you didn't think that company was undervalued yesterday -- why buy it today when it's even more expensive? You are right to invest long term. If you are buying/selling same stock more often than once per year -- you are spending too much time on it. Time that you could better spend in your profession.