So let's go into a little more detail about diversification and the types of risk that we see in the market. So we've talked about risk a little bit, right? And that all has to do with uncertainty. Uncertainty in the market and that's uncertainty regarding the future, right? We don't know whether we're going to make or lose money. So we're taking on risk when we buy an investment. So we talk about diversification as well, right? How do we get rid of risk? It is through diversification. So we're reducing risk. We don't get rid of it entirely, we reduce risk by replacing a single large risk. Let's say buying a whole bunch of money in one company, you know, you buy all like 10,000 stock in one company. Well, what if you bought 10 pieces of stock in 1,000 different companies instead, right? You're going to take smaller, unrelated risks that is diversification. So that's the idea.
How do we diversify? Diversify is to hold a large number of different investments rather than just one investment because if that one investment tanks, you're screwed, right? But if you hold a bunch of different investments, if one of them tanks, well, that wasn't all your money, right? Other ones will go up, things like that. So when we talk about risks that only affect, guess what? One firm. It's specific to that firm. So what would be an example of a firm-specific risk? It might be things with their customer base, their competitors, right? Things that affect that firm specifically. So those would be firm-specific risks. And those types of risks, well, they can be diversified. You can diversify away from specific risk by buying a bunch of different firms that have different firm-specific risks and sometimes even opposite firm-specific risks that offset each other, okay?
So those risks that affect only one firm, you can diversify them. Compare that to market risk and this is a risk that affects the whole market. So a very simple example would be something like a recession. So if there's a recession or maybe let's add like a war, you know, if the country goes to war, some act of terrorism, something that affects the entire market. Well, you can't really diversify that away because everything's going to drop in that situation, right? During a recession, we kinda see everything start to fall so you cannot diversify market risk.
So, that's the risk that's left over, right? You can't diversify the market risk, but you can get rid of that firm-specific risk. So overall, you have less risk, right? Think about someone that just owns one company, right? They just have all of their eggs in one basket. They have firm-specific risk and market risk. The market crashes and the customers leave that market for another company, well, that company is screwed and it's double screwed because of the market risk as well. But if you own a bunch of little things in different companies, that would be diversifying your investments.
So why invest in a piece of stock rather than just putting money in the bank? Well, it's because you're expecting a higher rate of return, right? Let's say you go to the bank and you're offered 1% interest if you're lucky these days, right? You might buy a stock because you think you can make 5%, 10% on your money, right? That would be the risk you're taking to earn a higher return. So when we talk about the risk of an investment, we have to compare it to a risk-free investment, right? Because if we're going to take on some risk, it's got to pay higher than a risk-free investment, right?
A risk-free investment is the return on an investment that has no risk, okay? So a simple idea would be just putting money in a bank account, but generally, when we talk about a risk-free investment, the common thing that we think about is U.S. Treasury bills, okay? Bills or notes, anything that the treasury sells is generally considered to be very low risk or risk-free, okay? Because that would be the idea of the U.S. government collapsing and then those bonds would fail, right? Those investments would fail. But other than that, you're safely expecting to get that money back. So whatever those investments are paying, well, you better make more than that if you're going to take on risk, right? Because why take on any risk if you could just buy the risk-free investment to make the same amount of money? You might as well take the risk-free investment.
So, in the case that you're going to the stock market to buy stock, you should expect to make more money than the risk-free investment. We calculate the rate of return very simply. A rate of return is just the income, the money that you make divided by the price, and generally, when we think about income, it's either going to be dividends, capital gains. In the case of stock, we would have dividends and capital gains. That would be in the case of stock, or in the case of like a bond, we would have interest. You would earn interest, that would be in the case of bonds. Okay. So that's the income that you make. Let me get out of the way so you see that. Over the price, the price you paid, what you paid for the investment. So what you made divided by the take a pause and we'll talk about one more thing related to risk and diversification.