Glossary
Bull Case
The written argument for why a company will do well, stated as specific claims about the business rather than about the price.
A bull case is the reason somebody owns something, written down in their own words before the price moves again. It names what has to go right: the product that has to keep selling, the margin that has to hold, the market that has to keep growing. Each of those is a claim that can be checked later against what actually happened.
What separates a bull case from a hope is that it can be proved wrong. The sentence "this company is great" cannot be. The sentence "this company will keep adding subscribers faster than it loses them" can be, and finding out is the entire reason for writing it down.
Writing one is what the thesis journal in this product asks for, and it asks in advance rather than afterwards because memory is unreliable. People remember their reasoning as more sensible than it was, and a paragraph written before a bad quarter is the only version that survives one.
Learn this properly
Lesson 14: What Are Conviction Stocks?A conviction stock is a company you understand well enough that a bad week doesn't change your mind about it. Here's what that research looks like, and where conviction stops and stubbornness starts.
Related terms
- Bear CaseThe written argument against a company, naming what would have to go wrong and what would show it was happening.
- Bull MarketA sustained rise across a market, conventionally counted from a 20 percent gain off a recent low.
- GuidanceA company's own published expectation for its coming quarters, such as a revenue range, issued alongside its results.
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