#57 John Bogle Stay the Course The Story of Vanguard and the Index Revolution

In "Stay the Course: The Story of Vanguard and the Index Revolution," John Bogle recounts his journey from a promising career start, through a professional setback, to his triumphant founding of Vanguard and the creation of the first index mutual fund. Bogle's tale is one of perseverance, innovation, and a steadfast commitment to serving all investors, embodying values like simplicity, thrift, and integrity. Despite initial skepticism and industry resistance, his vision for low-cost, passive investing revolutionized the financial world, ultimately saving investors billions and solidifying his legacy as a champion of the everyday investor. With the motto "stay the course," Bogle's narrative is not just a history of Vanguard but a testament to the enduring power of a simple idea pursued with unwavering determination.

• John Bogle's career started with creativity and innovation.
• He faced victory, defeat, and emotional highs and lows.
• His journey was influenced by coincidence, luck, and a strong commitment to values.
• Bogle was determined and stubborn in serving investors by ensuring fair returns.

"This book tells the story of how my career began, how it was abruptly cut short, and what followed once I resumed that career."

The quote explains that the book covers the trajectory of Bogle's career, including its challenges and interruptions.

• John Bogle initiated the index mutual fund, a revolutionary financial concept.
• Vanguard led the index revolution, changing investment strategies.
• Bogle's motto, "stay the course," guided long-term investment and business strategy.
• He faced adversities and adversaries but remained committed to his vision.

"It is also the story of a revolution... Just one man with a truly financial, world changing idea called the index mutual fund."

This quote highlights the revolutionary nature of Bogle's idea and its impact on the financial world.

• John Bogle is credited with founding significant financial products and companies.
• His simple yet powerful ideas, combined with determination, led to great results.
• Bogle's death prompted a reflection on his contributions to the industry.

"So I knew I was going to eventually get around to covering John Bogle because I think he is the inventor and the founder of arguably one of the most important products and most important companies in history."

The quote emphasizes the significance of John Bogle's contributions to the financial industry.

• Bogle's plan to create an unmanaged index fund faced opposition.
• The industry was threatened by the idea of prioritizing customer needs over profits.
• Bogle's vision was initially met with skepticism but ultimately changed the industry.

"If you create a mutual structure in other terms, if you put the customers' needs before our own, he said sternly, you will destroy this industry."

This quote illustrates the resistance Bogle faced from industry peers who were concerned about the impact of his customer-first approach.

• Vanguard's structure and strategy centered on the world's first index mutual fund.
• The company's focus on reducing costs for investors led to its success.
• Bogle's belief that fund managers could not add value to clients' wealth became widely accepted.

"Vanguard took the leadership role in bringing down the costs of investing, ultimately becoming the world's lowest cost provider of mutual funds."

The quote outlines Vanguard's strategy of minimizing costs to maximize investor returns, which was key to its success.

• Bogle's college thesis on open-end investment companies laid the foundation for Vanguard.
• He emphasized the need for efficient, honest, and economical operation of investment companies.
• Bogle's thesis advocated for maximizing growth by reducing sales charges and management fees.

"My thesis conclusions reached after an intense analysis of the industry. Follow. Number one, investment companies should be operated in the most efficient, honest and economical way possible."

This quote from Bogle's thesis encapsulates the core principles that would later define Vanguard's approach.

• Bogle's Princeton thesis led to a job offer from Wellington Management Company.
• He was expected to lead Wellington but faced an industry shift towards aggressive stock funds.
• The challenges of the go-go era influenced Bogle's career and Vanguard's creation.

"But the stability I had hoped for at Wellington would not last... The go-go era was in full swing and investors were abandoning conservative balanced funds such as Wellington in droves."

The quote depicts the changing investment landscape that Bogle navigated, setting the stage for Vanguard's inception.

• "Stay the course" was Bogle's guiding motto throughout his career.
• He advocated for long-term investment strategies and ignoring market noise.
• Bogle's focus on cost minimization and compounding returns was central to his philosophy.

"In the challenges they lay ahead, I would need a guiding star and a motto that encapsulates it. That motto was, and still is, stay the course."

This quote reflects Bogle's unwavering commitment to his investment philosophy despite market fluctuations.

• The Enterprise Fund reported a 117% return in 1967, which was based on dubious practices.
• The fund acquired privately owned stocks at large discounts and later marked them up to market price.
• This misleading marketing led to the largest annual cash flow in the industry's history at the time ($600 million).
• Despite initial growth, the Enterprise Fund's assets fell by 84% and suffered negative cash flows for 22 of the following 25 years, leading to its eventual dissolution.

"One particularly egregious example was the enterprise fund. In 1967, this newcomer would report a dubious return of 117%, built largely on the acquisition of previously privately owned stocks acquired by the fund at discounts as large as 50% from the market price, and then later marked up to 100% of market price."

This quote highlights the deceptive strategies used by the Enterprise Fund to inflate their reported returns, misleading investors about the fund's actual performance.

• Humans often seek quick financial gains, which can lead to irrational investment decisions.
• The success of the Enterprise Fund influenced others to mimic their speculative strategies.
• John Bogle's boss, Mr. Morgan, mistakenly believed he was too conservative and decided to step down, appointing Bogle as his successor.

"Again, human nature is when you're scared, you're likely to copy."

The quote reflects the tendency of individuals to follow others' actions, especially in times of fear or uncertainty, leading to a herd mentality in the market.

• John Bogle took over Wellington Management and shifted from a conservative approach to more aggressive funds.
• The "go-go" era and the Nifty Fifty craze saw overvalued stocks of fast-growing companies.
• The U.S. stock market experienced a significant downturn from 1973 to 1974, affecting mutual fund managers and institutional investors alike.

"Together we five whiz kids whizzed high for a few years. The go-go era went, went. It was superseded by something distinctly different. But it turned out even worse."

This quote describes the transition to high-risk investment strategies and the subsequent market downturn, illustrating the risks of following market trends without considering fundamental values.

• John Bogle faced dismissal from Wellington Management due to the poor performance of new funds.
• This led to introspection and the realization that the mutual fund industry's structure was flawed.
• Bogle recognized the unpredictability of the future and the unlikelihood of active managers consistently outperforming the market.

"The future is fundamentally unpredictable. No active manager is going to beat the market returns over a long period of time. Like, our entire industry is a fraud."

The quote summarizes Bogle's epiphany that active management is unlikely to yield long-term success, prompting him to rethink the investment approach and prioritize clients' interests.

• After being fired, Bogle decided to fight back and eventually founded Vanguard.
• Vanguard's unique mutual structure and the creation of the first index fund were initially met with skepticism.
• The success of Vanguard was largely unnoticed at first, and early criticisms were later retracted as the company grew.

"Dr. Samuelson could find no brute evidence that fund managers could systematically outperform the returns of the S and P 500 index on a repeatable and sustained basis."

This quote, referencing economist Paul Samuelson's findings, supports the idea that led to the creation of Vanguard's index funds, which aimed to minimize costs and maximize returns for investors.

• John Bogle's determination and understanding of his mission were crucial for overcoming challenges.
• He emphasized the importance of staying the course and not being swayed by short-term triumphs or disasters.
• Bogle's vision for Vanguard was driven by a desire to revolutionize the mutual fund industry and serve investors' best interests.

"The guiding star of stay the course again proved to be an essential aspect of my ability to surmount challenges."

This quote reflects Bogle's steadfastness and commitment to his principles, which were instrumental in Vanguard's eventual success and impact on the investment world.

• John Bogle had a unique approach to finance, prioritizing customer interests over personal wealth accumulation.
• He believed in the principle of "having enough" and not at the expense of customers.
• Warren Buffett suggested that Bogle deserved a statue for his customer-first approach in finance.
• John and his wife struggled to identify many companies that fundamentally put the customer first.

"I have enough. He died with, like a net worth somewhere like $80 to $100 million... I don't want to be a billionaire at the expense of my customers." This quote highlights Bogle's mindset that personal wealth should not come at the cost of customer welfare.

"Warren Buffett's going to be quoted later in the book that if anybody ever builds a statue for anybody in the finance industry, it should be because, you know, he did this because he thought it was best for the customer, not just optimizing for short term profits." Buffett's quote underscores the rarity of a customer-first approach in finance and suggests Bogle's deserving of high praise for his philosophy.

• Small differences in cost can lead to great long-term rewards.
• Frugality, industry, and efficiency are valued by entrepreneurs, contrasting with examples of financial irresponsibility.
• WeWork's financial stewardship criticized for extravagance despite being unprofitable.

"Great long term rewards can result from small differences in cost." This quote encapsulates the idea that minor cost savings can significantly impact long-term financial success.

"I think this guy was saying they lost like a billion, 1.23 billion in the last... they rented out Universal Studios, paid red hot chili peppers... and then flew every single one of their employees to LA." The quote criticizes WeWork's spending habits, highlighting irresponsible financial management in contrast to the principle of cost-effectiveness.

• Josh Wolf's concept of a "hall of heroes" for decision-making.
• Reading about respected individuals can help emulate their decision-making processes.
• John applies this model to assess the financial stewardship of WeWork, finding it lacking compared to his "hall of heroes."

"You can access their thinking just by reading... What would Buffett do? Or what would Munger do in this situation?" The quote suggests that understanding the thought processes of respected figures can guide one's own decision-making.

"Would Jeff Bezos do that? No, certainly not... Would Steve Jobs do that? Go through the list of all these people that we've studied here, none of them would do that." John uses the mental model to evaluate WeWork's actions, concluding that respected entrepreneurs would not make similar decisions.

• Most people quit when faced with challenges, but persistence leads to success.
• In the context of podcasts, a majority of people give up, showing the value of perseverance.
• John Bogle's persistence with index funds eventually led to success despite initial failures.

"The vast majority of people give up. And that's why if you just stay the course... you're going to have greatly better results." This quote emphasizes the importance of perseverance for achieving success.

"Four decades later, the accumulated assets of the index funds formed by those early pioneers... totaled zero." The quote illustrates that Bogle's persistence was a key factor in the success of index funds, while others who quit did not succeed.

• Bogle's index fund was initially a flop but grew significantly over time.
• He faced skepticism and condemnation but remained steadfast in his belief in index funds.
• The success of the index fund revolutionized investing and saved investors billions in fees.

"We now have the world's first index fund, and this is the beginning of something big." Despite the initial failure of the index fund IPO, Bogle believed in the potential of the idea.

"In 2017 alone, we estimate that Vanguard's low cost saved investors 29 billion in fees and expenses." The quote highlights the tangible financial impact of Bogle's focus on low-cost index funds for investors.

• Bogle's "founder's mentality" is characterized by a relentless focus on the customer and low costs.
• His legacy includes a shift to no-load funds, eliminating the need for broker commissions.
• Bogle's mistakes often came from a marketing mindset rather than an investment mindset.

"Nothing could describe my legacy as Vanguard's founder better than these first few paragraphs from the founder's mentality." John Bogle reflects on his legacy, emphasizing the importance of maintaining a founder's mentality focused on customer benefits.

"I outlined my plan to abandon the distribution system... We would sell shares of our funds on a no-load basis." Bogle's decision to eliminate sales commissions was a significant shift in Vanguard's distribution strategy, aligning with his focus on low costs and customer interests.

• John Bogle discusses the concept of the "founder's mentality" which is crucial for sustainable growth in companies.
• Companies that grow profitably to scale often see themselves as insurgents, challenging industry norms for the sake of underserved customers or creating new industries.
• A clear mission and focus is vital, allowing employees to understand and relate to what the company stands for.
• Founders typically dislike complexity and bureaucracy, preferring clean execution of strategy.
• Founders celebrate frontline employees who interact directly with customers, emphasizing customer experience.
• The founder's mentality includes three main traits: an insurgent's mission, an owner's mindset, and an obsession with the front line.
• These traits contribute to business success and are often instilled by a founder whose influence remains in the company's principles, norms, and values.

"Most companies that achieve sustainable growth share a common set of motivating attitudes and behaviors that can usually be traced back to a bold, ambitious founder who got it right the first time around." "The founder's mentality consists of three main traits, an insurgent's mission, an owner's mindset, and an obsession with the front line."

The quotes emphasize the importance of a strong, clear vision and mission established by the founder, which often leads to sustainable growth and success in companies.

• John Bogle relates the founder's mentality to the story of Vanguard, noting the parallels between the attitudes and behaviors described and his own approach to founding and running the company.
• He underscores the significance of a bold and ambitious founder, simplicity in operations, and a focus on customer-facing employees.
• Bogle repeats phrases from the excerpt to draw attention to their resemblance to Vanguard's story, indicating that these were key to the company's success.

"Wow. A bold, ambitious founder. Insurgents waging war on their industry, creating an entire new industry altogether."

This quote reflects Bogle's recognition of the importance of a founder's original vision and approach in shaping a company's culture and success.

• John Bogle discusses his motivations for writing his memoir, particularly his desire to pass on lessons learned and to honor those who influenced him.
• He expresses the importance of giving back to society and acknowledges the role of others in his success.
• Bogle's memoir is a reflection on his personal and professional life, sharing insights and experiences that shaped him.
• He organizes his memoir in an alphabetical order, touching upon various aspects of his life and beliefs.

"In this final chapter, I'd like to reveal a bit of who I am and how I tried to serve society."

This quote introduces the personal nature of Bogle's memoir, indicating that he will share more than just his professional achievements.

• Bogle values advice and shares a Persian proverb that has guided him through life's challenges.
• He reflects on his education and the rigorous standards that pushed him to excel.
• Bogle's love for writing books is intertwined with his passion for the mutual fund industry and his desire to impact it positively.
• He admires Warren Buffett's support and endorsement of the Vanguard 500 index fund, which aligns with his investment philosophy.
• Bogle's communication style is described as driven by moral indignation and a lack of ambiguity.
• He considers determination his most important trait, alongside contrarianism, decisiveness, resilience, grit, and self-confidence.

"The fox knows many things, but the hedgehog knows one great thing."

This quote, which Bogle includes in his memoir, symbolizes his belief in the power of simplicity and focus in investment strategy.

• Bogle recounts the challenges he faced, including being wronged by former business partners.
• He shares a change in his approach from seeking revenge to forgiveness, inspired by the reconciliation between John Adams and Thomas Jefferson.
• Bogle emphasizes the importance of forgiveness and moving forward rather than dwelling on past grievances.

"I decided to take the initiative to mend the rift and forgive my successors, even without their repentance."

This quote illustrates Bogle's decision to forgive those who had wronged him, demonstrating a shift from a retaliatory mindset to one of reconciliation.

• Bogle discusses his work ethic, starting from a young age and continuing through various jobs.
• He finds work to be fun, productive, and fulfilling, with a spiritual element.
• Bogle cites Alexander Hamilton's work ethic as an inspiration, as described in the musical "Hamilton."
• He believes in the importance of teaching and learning every day, and in giving compliments to others as a way to live a well-lived life.

"Stay the course is also a splendid rule for fighting our way through the inevitable ups and downs of the short spans of our existence on this earth, and for enjoying a productive and honorable life well lived."

This quote encapsulates Bogle's philosophy on perseverance, both in investing and in life, as a key to success and fulfillment.

• John Bogle discusses the importance of supporting the podcast and incentivizes listeners to leave reviews by offering additional content.
• He offers a private podcast feed with additional episodes as a reward for those who leave reviews and support the podcast.
• Bogle highlights the value of sharing knowledge and experiences through the podcast and the accompanying Founders Notes.

"I want to make sure this one or two minutes that you spend leaving a review and emailing it to me is the best two minutes that you've ever spent in your life."

This quote demonstrates Bogle's commitment to providing value to his listeners and supporters, ensuring that their time and effort are well rewarded.