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Before you invest, you need to know what’s going on with the company. When you read about the company, either from the firm’s literature (its annual report, for example) or from media sources, be sure to get answers to some pertinent questions:

 Is the company making more net income than it did last year? You want to invest in a company that’s growing.

 Are the company’s sales greater than they were the year before? Keep in mind that you won’t make money if the company isn’t making money.

 Is the company issuing press releases on new products, services, inventions, or business deals? All these achievements indicate a strong, vital company.

Knowing how the company is doing, no matter what’s happening with the general economy, is obviously important. To better understand how companies tick, see Chapter 4 in Book 3.