The key to investing in the stock market is to invest in an industry, not in a company. You should invest in manufacturers, purchasers and distributors of a a good. It's called diversification. This way your portfolio isn't affected by the price of a good, but by the growth of an industry. The price of a good is either impossible to predict or easy enough to predict that everyone knows it and does the same thing you want to do. Investing in an industry is generally a safe practice on account that industries usually grow in the long term.
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'Itâ??s a wonder I havenâ??t abandoned all my ideals, they seem so absurd and impractical. Yet I cling to them because I still believe, in spite of everything, that people are truly good at heart.' - Anne Frank