This chapter describes the stocks in a bear market and bull market. In a bear market, all stocks go down and in a bull market they go up. An average man's desire is to be told specifically which particular stock to buy or sell. The chapter discusses the fundamentals of stock trading. To buy on a rising market is the most comfortable way of buying stocks. The point is not so much to buy as cheap as possible or go short at top prices, but to buy or sell at the right time. The chapter focuses on the various factors that Jesse looks into when buying stocks. He never wants to buy stocks too cheap or too easily. It further presents the story that he heard about Deacon S. V. White when he was one of the big operators of the Street.