In this episode of A Value View, Simon Gergel, lead fund Manager at The Merchants Trust, reflects on more than 30 years of investing through changing market conditions. From the dot-com bubble and the global financial crisis to COVID-19 and today's AI-driven market rally, Simon shares how experience has shaped his approach to investing and why discipline matters more than emotion. Discover why successful investing isn't about being contrarian for the sake of it, but about building conviction through rigorous research, maintaining perspective during periods of market volatility and staying focused on long-term value. Simon also explains how investors can avoid being swept up by market sentiment and offers a practical framework for making more rational investment decisions. Whether you're a long-term investor, interested in UK equities, dividend investing or simply looking to better understand market psychology, this episode offers valuable insights into the mindset and discipline behind successful investing.