After 20 years I pick only the leaders or future leaders of the certain sectors. I look at three main things, 1- The size of the potential market and the potential market share the ompany is looking to obtain. 2- Whether the company is addressing a need or a desire. People need a cell phone, they desire the iPhone. Both are important. Plus it created it's own market for the apps. 3- Competition. This is simple. Leader or laggard!