Original post by NonIndigenousI'll tackle this from a different angle to anything I normally see. Forget your usual technicalities and jargon for a minute, and think in first principles instead.
This takes more effort and time. So you need to be more patient and prepared to do your research, as a general advice note. And the first principles are such that 'stocks' are basically a % of a publicly listed private company. And companies, are made of people.
And people are pretty much at the heart of everything. The wealth of entire countries and the value of the currencies is based on the value which that country's people are capable of producing. And what they're capable of producing depends on things such as their work ethic, social stability, education, income mobility (in the corporate context, this would be 'professional development opportunities' or 'career path'), etc. Things like staff turnover are also important, because they'll give you an idea of whether or not people actually even like working for that company.
People, have values. Conglomerations of people, shape their various values, into a culture. This applies to countries, it also applies to companies.
If you get to know the people behind the business, their values, their culture... and you have some cursory understanding of organisational psychology and what sorts of behaviors are 'healthy' in organisations and which are not, you can get a good idea of whether or not you are dealing with a company of reliable people, or whether you are for example dealing with some sort of a door-to-door pyramid scheme instead, that is destined to collapse.
If you invest in the right people, it doesn't matter as much if something hits the fan and their stocks drop, because you can be more confident that their strong leadership and organisational culture will see it through and pick themselves up. Whereas if you are dealing with the wrong types of people who just roll over in the face of hardship, jump ship and flee to the next best option (fair weather people, as I call them), then the company will probably fall to pieces or end up being bought out by others.
All this applies more so to longer term investments than short ones.
All of that, is in addition to the usual economic, political, etc. factors that everyone else usually talks about. But really, I still place people at the top of my list. Because, even if the economy shifts, and politicians decide to cut government spending, an effective organisation with the right people leading it and working there, will understand these changes, anticipate, and respond to them more effectively than another organisation that does not. So what if the government decides to stop spending money on railways all of a sudden? If led correctly and responsibly, the organisation will just re-purpose themselves to work in a new and related market instead then. Whereas an organisation that is not... will sink.