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Benjamin Graham - Considered the father of value investing, Graham authored the book "The Intelligent Investor" and mentored Warren Buffett.
Here are some of his most important rules:

1. Margin of Safety
Concept: Buy securities at a significant discount to their intrinsic value to provide a cushion against errors in analysis or unforeseen market declines.
Application: If you believe a stock is worth $100, buy it only if it is available at a price significantly lower than $100.
2. Intrinsic Value
Concept: Determine the intrinsic value of a company based on its fundamentals, such as earnings, dividends, and growth prospects.
Application: Use financial analysis to calculate a company's worth rather than relying on market price or sentiment.
3. Investing vs. Speculating
Concept: Investing involves thorough analysis, the promise of safety of principal, and an adequate return. Speculating does not meet these criteria.
Application: Focus on long-term investments based on sound analysis rather than short-term speculation driven by market trends.
4. The Intelligent Investor
Concept: An intelligent investor is patient, disciplined, and eager to learn. They base decisions on research and analysis, not emotion or popular opinion.
Application: Develop a disciplined investment approach and stick to it, avoiding the herd mentality.
5. Diversification
Concept: Spread investments across a wide range of securities to reduce risk.
Application: Hold a diversified portfolio to protect against significant losses from any single investment.
6. Mr. Market
Concept: Treat the market as a business partner offering daily quotes to buy or sell shares. Sometimes Mr. Market is irrational, offering prices that are either too high or too low.
Application: Use market fluctuations to your advantage by buying undervalued stocks and selling overvalued ones, rather than being influenced by market swings.
7. Defensive vs. Enterprising Investors
Concept: Defensive investors prioritize safety and a passive investment approach, while enterprising investors actively seek higher returns through careful research and selection.
Application: Determine your risk tolerance and investment style, then choose a strategy that aligns with your goals and comfort level.
8. Quality and Earnings Stability
Concept: Invest in companies with a consistent history of earnings and dividends, indicating financial stability and reliability.
Application: Look for companies with a proven track record of performance and avoid those with erratic earnings or unstable business models.
9. Avoiding High Leverage
Concept: Companies with excessive debt are risky because they have higher fixed obligations that can jeopardize their financial stability.
Application: Prefer companies with manageable debt levels and strong balance sheets to reduce the risk of insolvency.
10. Thorough Analysis
Concept: Conduct detailed and diligent research before making any investment decision.
Application: Analyze financial statements, industry conditions, and economic factors to make informed investment choices.
11. Long-Term Perspective
Concept: Focus on long-term gains rather than short-term profits.
Application: Invest with a horizon of several years, allowing time for the intrinsic value of your investments to be realized.
By following these key rules, Benjamin Graham's approach helps investors minimize risk and make informed decisions based on sound analysis and fundamental principles. These guidelines are timeless and can be applied to various investment strategies, including modern e-commerce ventures and forex trading.