Essential guide for detailed evaluation of business quality aimed at investors in both public and private marketsA practical tool for investment analysis, On the Hunt for Great Companies: An Investor's Guide to Evaluating Business Quality and Durability helps readers analyze target companies in relation to 17 traits of business quality, as well as the nuances within them.Readers will learn how to empirically evaluate the traits of a good business, including passionate management, staying power, abnormal reinvestment options, low dependency risk, and to identify emerging quality. This book is supported by a wealth of real-world examples, both contemporary and historical, detailed original illustrations, and true business stories and anecdotes from investor and former comedian Simon Kold. In this book, readers will learn about: Practical guidelines for research into 17 nuances of business qualityMethods to formulate falsifiable test statements and empirically test those predictions, rather than relying on heuristics or box-checkingIncorporates memorable investment advice through Kold's trademark humorous styleDetailed, sophisticated, and highly actionable, On the Hunt for Great Companies is an essential for professional investors of all sizes, in all industries, in both public and private markets.