You want predictable growth. If the company whose stock you own has predictable growth, then time is a great ally. The stock price might rise or fall each day, but the value of your stock will rise substantially over time. And if you have the confidence and the patience to hold your shares for at least a decade , if you choose to be an investor and not a speculator, you will put the odds very much in your favor. Predictable long-term growth might be the key, but it's not as easy to find as you might think.
Successful companies attract competition.
That hurts profitability and growth. The wants and needs of consumers change over time. Innovation makes certain products or industries obsolete. To enjoy predictable growth over many decades, a company needs to have a competitive advantage that is sustainable . For such companies, the stock market is an attractive place.