An unconventional hedge fund strategy is to evaluate the look of CEOs based on conventional success related superficial attributes. The CEO which fits into the attitudes we subconsciously relate to success such as; tall, leadership and dynamic looking person, might not be as good as somebody, who we subconsciously relate to more unsuccessfully looking persons (such as a small woman). Therefore, invest into the companies with the “unsuccessful” looking CEOs. This might sound unsophisticated and stupid at first glance (and is in fact more a fun article), but our first impression is a strong initial anchor for our evaluation of a person. The strategy might be even more relevant in politics and is clearly a point for Merkel. Finally, even if we are aware of our values we might act subconsciously different (see book “the winner effect”).