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A large majority of investors (and less so traders) understand the reasoning behind short selling. Some people actually think it is an evil act that manipulates stock prices or indirectly hurt companies via equity or news. It's actually quite the opposite. It generates a healthy market environment, keeps abnormalities in check, and sometimes serious overvaluation from occurring. It's simply the opposite of buying, nothing more.
I look for candidates with extreme overvaluation or underlying issues within a business (competition, lack of growth, deteriorating SHV, bankruptcy, etc).
My has included LULU, ULTA, TSLA, BKS, GLD, SLV and a variety of lesser known names.
Individual investor with particular interest in any company that is on the cusp of change--for the better. These companies will have at least several attributes in common: They are underfollowed; underappreciated; have a clear, stated strategy for driving profits; management and BOD are perfectly aligned with common shareholders; management team and BOD with a track record of rewarding shareholders; and have near-term catalysts that will have meaningful impact on the business. Simple, right?
My former username was ricarpe (http://seekingalpha.com/user/806440/profile). I no longer need to hide behind a pseudonym. My work history and education can be found on my LinkedIn profile. I have a blog that I post to irregularly and a Twitter account.