This document discusses common myths and beliefs in private equity, specifically regarding whether investing in successive funds of the same firms is safer and more rewarding than investing in emerging managers. The authors analyzed private equity performance data to test this myth. Their analysis found no evidence that persistence, or consistently strong performance, exists among private equity fund managers. Instead, the data showed that performance varied significantly across funds for the same managers. The authors conclude that investment selection is more important than sticking with established brands in private equity.