If you can keep your head whilst all around you are losing theirs... Rudyard Kipling wrote the poem “IF...” in 1895. It was inspired by a military mentor, and dedicated to Kipling's son. The stoic advice for bold conduct and keeping a “stiff upper lip” in British society aside, the poem has been adopted by warriors, sporting teams, academics and also been heralded as “the essence of the Gita” by an Indian writer. How does this apply to modern markets? We could be cheeky and s