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Investors or all people are programmed not to want to lose money. It is not good to be greedy and fight fear in case you sense risk and you're on it which is scheduled to happen more times than not. Often, an investor will watch others make money and will not participate because they keep thinking the price of an asset will hit its peak. Instead, the asset price goes up more. They rinse and repeat the same scenario and keep on saying, I need to get in. Often, the result is the investor buys the asset near or at its high. It is good to set expectations and have a conviction that if you keep buying without assurance it is down or high, it is best to have an exit strategy to avoid the risk of losing big money.