One of the hardest concepts for individual investors to grasp is the idea that the stock does not represent the company. In fact, the stock represents investors’ PERCEPTIONS of the company. If investors think a company’s future is bright, even though it is not yet a big success, they’ll pay a premium for their expectations–pushing the stock up in the process. Contrarily, if investors perceive that a company is becoming less successful, or simply growing less rapidly, its premium will shrink. In the worst cases, the stock will decline, even though the company is still growing! For example, Intuitive...