Quality of the Company: Fisher emphasizes the importance of investing in high-quality companies with strong management, durable competitive advantages, and innovative products or services.

Long-Term Investment: He advocates for a long-term investment horizon, focusing on companies with potential for sustained growth over several years.

Scuttlebutt Method: Fisher introduces the "scuttlebutt" approach, emphasizing the importance of conducting extensive research, including talking to employees, customers, suppliers, and competitors, to gain insights into a company's prospects.

Management's Vision and Integrity: He stresses the significance of trustworthy and capable management with a clear vision and strong ethical values.

Understanding the Business: Investors should thoroughly understand the nature of the business, its industry dynamics, and potential for future growth.

Margin of Safety: While Fisher focuses on qualitative factors, he also considers the importance of a margin of safety in investing, ensuring a reasonable valuation relative to the company's intrinsic value.

Patience and Discipline: Successful investing requires patience and discipline, avoiding emotional decisions and staying committed to well-researched investment theses.

Portfolio Concentration: Fisher advocates for concentration in a few high-quality stocks rather than spreading investments thinly across numerous companies.

Continuous Learning: Investors should continuously learn and stay updated about companies, industries, and market trends to make informed investment decisions.

Balancing Quantitative and Qualitative Factors: While Fisher's approach leans towards qualitative analysis, he doesn't completely disregard quantitative factors, suggesting a balanced consideration of both qualitative and quantitative aspects of investing.