Title: 10 Stocks for Life — The Lindy Effect (Part II) Show: Compounding Quality (Substack, paid post — compoundingquality.net) Guest: TJ Terwilliger (Team Compounding Quality) — post byline; the sign-off reads "Everything In Life Compounds / Pieter" Date: 2026-08-09 URL: https://www.compoundingquality.net/p/10-stocks-for-life Length: written post — no timestamps Note: Paid-subscriber post captured via Stephen's logged-in session. Body text verbatim; UI chrome removed. Fiscal.ai performance charts noted inline as [Image — ...]. This is Part II of the Lindy Effect series begun on 2026-08-06 ("20 Timeless Stocks to Own"); it covers the ten oldest companies on the list. The page byline reads TJ Terwilliger while the closing signature reads Pieter — the authorship is ambiguous in the original.
Hi Partner
I hope you are doing well.
Last Thursday, we talked about The Lindy Effect.
You can find the article here.
Today, we'll dive into '10 Stocks for life'.
The oldest stock in this list has been around for over 200 (!) years.
Before we begin, here's a quick reminder of The Lindy Effect:
The longer something has survived, the longer it's likely to survive.
Companies that have adapted for decades have already proven their durability.
Nothing is guaranteed, but longevity is often a sign of a great business.
Let's look at the ten oldest companies on our list.
10. Coca-Cola ($KO)
Coca-Cola is the best known soft-drink brand in the world.
They sell concentrates and syrups to restaurants and independent bottling companies.
Founded: 1886 IPO: 1919 History: Pharmacist John Pemberton created the syrup in Atlanta. It originally contained small amounts of cocaine (!) and was marketed as a pain reliever.
The Lindy Effect
People will always want sweet drinks.
Coca-Cola is one of the world's strongest brands.
Its global distribution network is nearly impossible to copy.
How Has Coca-Cola Performed?
Coca-Cola has compounded at more than 10% per year since 1990.
They returned nearly 4,000% to shareholders over this period.
[Image — KO total return since 1990. Source: Fiscal.ai]
9. Eli Lilly ($LLY)
Eli Lilly researches and manufactures medicines.
They're a major producer of insulin and now GLP-1 drugs.
Founded: 1876 IPO: 1952 History: Civil War veteran and pharmacist Col. Eli Lilly opened a pharmaceutical lab in Indianapolis.
The Lindy Effect
People will always get sick, and they'll always want medication to help them.
Lilly has decades of experience developing new medicines.
Strong patents protect its best products.
How Has Eli Lilly Performed?
Lilly has returned more than 17,000% since 1990.
[Image — LLY total return since 1990. Source: Fiscal.ai]
8. Brown-Forman ($BF.B)
Brown-Forman distills and produces premium alcohol and spirits.
They own brands like Jack Daniels, Old Forester, and Chambord.
Founded: 1870 IPO: 1929 History: George Garvin Brown began selling bottled whiskey (Old Forester) in Louisville.
The Lindy Effect
People have been drinking alcohol for centuries.
Brands like Jack Daniel's have loyal customers around the world.
Strong brands give the company pricing power.
How Has Brown-Forman Performed?
Since 1990, Brown-Forman has returned around 1,800%, compounding at 8.5% annually.
[Image — BF.B total return since 1990. Source: Fiscal.ai]
7. Sherwin-Williams ($SHW)
Sherwin-Williams makes and sells architectural paint.
They also own the vast majority of Sherwin-Williams stores throughout the U.S.
Founded: 1866 IPO: 1964 History: Henry Sherwin and Edward Williams founded a paint company in Cleveland.
The Lindy Effect
Homes and buildings will always need paint.
Sherwin-Williams has one of the biggest paint distribution networks in the U.S.
Its large store network makes contractors choose Sherwin-Williams because there's always a store nearby for supplies.
How Has Sherwin-Williams Performed?
The stock returned 15.5% (!) per year since 1990.
[Image — SHW total return since 1990. Source: Fiscal.ai]
6. Union Pacific ($UNP)
Union Pacific runs freight trains across North America.
They transport raw materials and finished goods over thousands of miles.
Founded: 1862 IPO: 1897 History: Chartered under the Pacific Railway Act to build the eastern half of the first transcontinental railroad.
The Lindy Effect
The economy depends on moving heavy goods.
Rail is one of the cheapest ways to transport freight.
Union Pacific's rail network would be almost impossible to build today.
How Has Union Pacific Performed?
Union Pacific has returned more than 9,000% since 1990.
[Image — UNP total return since 1990. Source: Fiscal.ai]
5. American Express ($AXP)
American Express issues credit cards and processes payments globally.
They control the entire transaction from the merchant to the consumer.
Founded: 1850 IPO: 1977 History: Started as an express-delivery (freight) company in Buffalo, NY, before moving into financial services.
The Lindy Effect
People will always need a way to pay for things.
More cardholders attract more merchants, and vice versa.
American Express already has a strong network, and it becomes even stronger as it grows.
How Has American Express Performed?
American Express has returned more than 7,000% to shareholders since 1990.
[Image — AXP total return since 1990. Source: Fiscal.ai]
4. Pfizer ($PFE)
Pfizer invents and manufactures prescription drugs and vaccines.
The medical system throughout the world relies on its products.
Founded: 1849 IPO: 1942 History: Cousins Charles Pfizer and Charles Erhart opened a fine-chemicals business in Brooklyn.
The Lindy Effect
Medicines will always be needed.
Decades of research give Pfizer a competitive advantage.
Its large portfolio keeps cash flowing even as patents expire.
How Has Pfizer Performed?
Pfizer has returned 9.8% per year on average since 1990.
[Image — PFE total return since 1990. Source: Fiscal.ai]
Now let's dive into the top 3 and the conclusion.
3. Procter & Gamble ($PG)
Procter & Gamble sells household goods like diapers and laundry detergent.
They own brands like Tide, Pampers, Dawn, Crest, and Gillette.
Founded: 1837 IPO: 1890 History: Formed when candlemaker William Procter and soapmaker James Gamble partnered in Cincinnati.
The Lindy Effect
People will always buy everyday household products.
Brands like Tide and Pampers are trusted around the world.
Its scale and distribution make it difficult to compete with.
How Has Procter & Gamble Performed?
Since 1990, P&G has returned more than 4,000% to shareholders.
[Image — PG total return since 1990. Source: Fiscal.ai]
2. Deere & Company ($DE)
Deere builds heavy agricultural tractors and construction machinery.
Farmers and construction crews depend on their equipment every day.
Founded: 1837 IPO: 1955 History: Blacksmith John Deere built a self-scouring steel plow in Grand Detour, Illinois.
The Lindy Effect
The world will always need food, and growing enough requires the specialized, heavy machines that John Deere builds.
Deere has broad dealer networks for parts and repairs
The brand has generations of trust
How Has Deere & Company Performed?
Since 1990, Deere & Company has returned over 12,000% to shareholders.
[Image — DE total return since 1990. Source: Fiscal.ai]
1. Colgate-Palmolive ($CL)
Colgate-Palmolive produces oral care and household hygiene products.
They own brands like Colgate, Hill's Pet, Sanex, Fabuloso, and Ajax.
Founded: 1806 IPO: 1930 History: Started with William Colgate's soap-and-candle shop in NYC, but the modern company comes from a 1928 merger with Palmolive (founded 1898).
The Lindy Effect
People will always brush their teeth and wash their hands.
Its brands are sold in countries around the world.
Everyday, repeated purchases create steady, predictable cash flow.
How Has Colgate-Palmolive Performed?
Colgate-Palmolive has returned more than 5,000% since 1990.
[Image — CL total return since 1990. Source: Fiscal.ai]
Conclusion
That's it for today.
None of these companies are guaranteed to outperform the market.
But they've already passed the test of time.
They've survived wars, recessions, changing technology, and shifting consumer tastes while continuing to generate profits.
That's important because time is the most powerful force in investing.
The longer a great business survives, the longer it can compound earnings and shareholder value.
That's exactly why you might find some great investment ideas in this list.
Everything In Life Compounds Pieter
Book: Order your copy of The Art of Quality Investing here
Used sources Interactive Brokers: Portfolio data and executing all transactions Fiscal.ai: Financial data