Why would you buy shares?

Let’s use our dear friend Joe as an instance. Joe enjoys his coffee and believes the coffee company he buys from has the best coffee in town. But the company needs an upgrade to catch-up with-its competitors. And if they do not upgrade soon, they may gradually go out of business. Instead of Joe stepping in to launch his very own start-up to replace the void left by his favourite coffee company, he starts to buy shares from that company in order to help it grow and continue to stay in business. And as the company grows, so does Joe’s pockets, plus he gets to continue to enjoy his favorite coffee every morning without having to conjure up an entire assembly line of the finest beans he can find.