This is my 100th story so it has sentimental value since I am not a writer by training. When I accepted a BloggingStocks position I was not sure I would be able to work it into my schedule, much less whether anyone would even care about what I had to say. But so far, so good.

I wanted my 100th post to have some meaning so I have decided to write about companies that have withstood the test of time. We are rapidly closing in on 2007 and United Parcel Service will be celebrating its 100th anniversary. In 2007 the cumulative histories of these five diversified companies will total 692 years of business success. Most of the histories have been gathered from other sites which I have included for those who want to learn more.

United Parcel Service Inc. (NYSE:UPS) Started in 1907.

Microsoft Corporation (NASDAQ:MSFT) has many issues to contend with at the company's current size and complexity. Among them is the disparity of its growing line of products; the lower profit margins offered by hardware sales in comparison to its traditional high margin software sales; and the increased number of formidable competitors it faces in every direction it looks.

This is the continuation of Monday's story Micro'soft' vs Micro'hard' -- Break it up fellas! In the first article I touched upon the scale of Microsoft and their lack of agility. I concluded that even several tremendous successes (swallowing Apple (AAPL) whole was used to exemplify) would only have marginal affect on the share price in the aggregate.

This story is not about whether Microsoft makes worthy products, or is inventive, or can create the next big thing. This is about what Microsoft is, and what it should be as a company going forward. Does Microsoft want to get back to its high-growth days and generate the kind of excitement a Google, Inc. (NASDAQ:GOOG) or MySpace (recently acquired by Newscorp (NYSE:NWS)) does, or do they want to be a large conglomerate. Given the number of new products that are announced weekly, and all the unfinished business the company has started, it is apparent that the die has been cast for the latter; it is a conglomerate.

Conglomerate \Con*glom"er*ate\, n.

Webster's: That which is heaped together in a mass or compacted from various sources; a mass formed of fragments; collection; accumulation.

OR

Contrarian (noun), pronounced con.trar.i.an. : A person who takes a contrary position or attitude; specifically : an investor who buys shares of stock when most others are selling and sells when others are buying.

Turning things inside out, and upside down is basic to contrarian and value investing. In this article I will share my WOW Principal of investing.

WOW Principal origin: Observing how my wife manages our family I have been in awe. It's true: "a mother's work is never done." To express my amazement, I have exclaimed WOW often. MOM upside down spells WOW! There are many times that Mom's world is upside down, juggling three kids and an ever increasing number of commitments with spectacular efficiency. She is also an architect and my partner in our architecture practice. In my bio, I referred to my relationship with my wife as my best investment, and since we met many years ago, I have been collecting dividends.

So, it is with my wife in mind that the WOW Principal of investing came to be. It is a perfect fit with my investing style. Simply stated: If, after thorough analysis of an investment, you are not in awe of your findings (company data, news, trends and surprises) and you do cannot exclaim WOW! (double WOW is even better!), then it is not a worthy investment.

If however, the investment does reach WOW status, you are in business. I do not invest unless I think there is an amazing opportunity and any risk is understandable and acceptable. Good is not good enough, it must be a great opportunity, and the case must be very convincing.

When things are upside down or people's perspective is jaded, there may be a deep value opportunity and my interest is peaked. At the point of discovery is a moment that begins when I say "hmm," and stroke my beard. Then I spend time with my investigation and analysis. But I do not fork over any cash until I find the WOW factor(s). If you find yourself scratching your head and saying huh? instead of "Wow," move on!