I will share my experience which is very anecdotal. I am not big into stocks etc. but one of the companies I highly admire is MACYS (M). Simply because I am a l

I will share my experience which is very anecdotal. I am not big into stocks etc. but one of the companies I highly admire is MACYS (M). Simply because I am a long time happy customer, their products/service including customer service has been excellent in my experience and they always seem to be doing smart business. Liking the company so much, I bought about 5 stocks back in 2008 (i think!!) for about $20 each. Today, stock is worth $40+. If only I bought a lot more :) Anyway, i m not expert but it will surely help if you actually understand the company which usually means you are their customer, see how they do business, does it seem like they actually give a damn about their business and how far do they go to retain customers and keep them happy ? For me, those are plus points. The numbers like price, P/E etc. all seem like , well, just numbers to me.