Every company reaches a "make or break" moment – meaning the precise instant in time when it will become a hero or a zero.
I've spent the past few days hunkered down in my office poring over reams of information, and there's no doubt in my mind that's where we are with Ekso Bionics Holdings Ltd. (Nasdaq: EKSO).
The conclusion I've reached may surprise you.
The Wrong Perspective Could Cost You $1.38 Million
Take a seat… please.
Put your cell phone aside and set down the drink in your hand. I'm going to tell you a story that upsets a lot of investors and I don't want you to spill… or choke.
I've spent 35 years in global markets as a consultant, analyst, and trader, and if there's one thing I've learned from evaluating thousands of companies, it's that every single one has a defining "make or break" moment.
For some, like Facebook Inc. (Nasdaq: FB), it's releasing a disruptive technology that catches the world by storm. For others, like Eastern Airlines, it's the moment they close the doors forever despite having been a trailblazer. And for still more companies, like Monster Beverage Corp. (Nasdaq: MNST) or Amazon.com Inc. (Nasdaq: AMZN), it's the moment where they transition from a startup to a mature player ready to dominate their industry.
It's hard to tell which is which unless you know what to look for and how to frame what you find in terms that make sense. So, let me set the stage.
Think back to 1997.
Enamored by the prospect of making a gazillion dollars overnight because of the media circus surrounding the latest crop of "unicorns" and a bull market that roared to new highs despite overwhelming odds, many investors confused patience with genius.
Twenty years ago, Apple Inc. (Nasdaq: AAPL) – yes, THAT Apple – was on the tail end of 18 consecutive months of financial losses. Its market share was a mere 4% of the PC market, and Club Cupertino was hemorrhaging more than a $1 billion a year.
The stock had fallen more than 50% and the company's balance sheet was so bad that to call it a "loser" would have been an insult to actual losers.
Rival PC maker CEO Michael Dell even went so far as to openly mock Apple, saying that if he ran the place he would "shut it down and give the money back to shareholders."
Obviously, that didn't happen.
Today, Dell is the one who's struggling and Apple is on the verge of becoming the world's most valuable company with a market capitalization approaching $750 billion.
Investors who stayed the course despite overwhelming odds and dim prospects 20 years ago have turned every $10,000 invested then into $1.38 million today.
It's the stuff of legend.
Which is why you've got an important choice to make when it comes to Ekso.
Are You a Speculator or an Investo…
About the Author
Keith Fitz-Gerald has been the Chief Investment Strategist for the Money Morning team since 2007. He's a seasoned market analyst with decades of experience, and a highly accurate track record. Keith regularly travels the world in search of investment opportunities others don't yet see or understand. In addition to heading The Money Map Report, Keith runs High Velocity Profits, which aims to get in, target gains, and get out clean, and he's also the founding editor of Straight Line Profits, a service devoted to revealing the "dark side" of Wall Street... In his weekly Total Wealth, Keith has broken down his 30-plus years of success into three parts: Trends, Risk Assessment, and Tactics – meaning the exact techniques for making money. Sign up is free at totalwealthresearch.com.