All it takes is one story to ignite the market, reverse fortune and increase volatility. In the past two weeks this has happened a lot, as the tug-of-war between bulls and bears plays out. The fervor created by headlines portrays investors with little conviction about what to do with their money.

Inflation or deflation, what can we look forward to? Is China going to blow-up its economy with its very own housing bubble? Will Greece default and others follow? Will BP p.l.c. (BP) stock fall deeper than its undersea gushing Gulf of Mexico oil well, and take other oil service companies down with it?

Does any of this matter -- yes and no.

During the ongoing environmental disaster caused by BP plc (BP) that is spewing thousands of barrels of oil a day into the Gulf of Mexico (only now reducing the spill rate), there have been many calls to have the federal government take over the cap and recapture effort. This is a very lame idea.

First of all, nobody has more incentive in bringing this disaster to an end then BP because no entity has suffered more financially or seen its reputation eroded faster.

For the past few weeks the stock market has been volatile and the "I told you so bears" are coming out in droves to pat themselves on the back. Well, I'm not a stock market bull but I think they are full of it!

The market would still be up if not for the black swans popping up all over. The disaster befalling the Europeans under mountains of debt, plus the oil spill in the Gulf of Mexico running unabated, added to the colossal pending legislation to rein in Wall Street at the same time that Goldman Sachs has been threatened by the SEC and the DOJ is leaning on the rest of the street has given those already looking to make their exit plenty of reasons. However, it is not the over all economy that is the reason; that continues to improve.

Most of this past week the stock market was erratic. News from Asian and American Markets was generally positive, sending the indexes higher, until unsettling news from the European Union let the air out of the tires, resulting in 100 point swings of the Dow Jones Industrial Average, which ended Friday up about 50 points for the week at 10,850.36.

Each day started upbeat and then we would hear about Greek debt, bonds coming due, Germany pushing for IMF participation in any plan to help Greece. Finally when this looked to be settled, we then got news of economic turmoil in Portugal. This activity stimulated me to write the following recent commentary:

A new year is upon us and like the beginnings of any year, and even more so, a decade, the predictions are flying fast and furious.

The start of 2010 is bringing out every analyst, talking head, business journalist, periodical and newsletter propagator, sportscaster, palm reader, taro card interpreter, astrologist, medium and madam making predictions to garner attention, entertain and even profit. Apologies to anyone I left out.

In this week's (November 9) Preview Section of Barron's (subscription required) I was surprised to find that on Wednesday (11/9) it is noted that Computer Sciences (CSC), Applied Materials (AMAT), and Macy's (M) reported "profits." How do they know this?

On other days they refer to the "earnings" of various companies reporting. Perhaps I am splitting hairs, perhaps it is editorial haste (like you might find on our site), or perhaps there is no difference in some people's minds? From my perspective there is a difference between earnings and profits. Every quarter, public companies report their earnings. They do not always report a profit.

How desperate can they get? First I received a very long-winded, 10+ page e-mail from Motley Fool with the following sales pitch :That's why I'm offering you the chance to join Motley Fool Stock Advisor for just $79 -- that's 60% OFF our regular membership rate. But a word of warning: This special discount will be available for a limited time only!

Two days later, I received another 10+ page, jargon-filled e-mail blabbering on about the virtues of the newsletter while trying to create a sense of urgency because the clock was ticking and I was going to miss out.

Since the stock market bottomed in March of this year, it has been firing on all cylinders -- except for those in the auto industry who manufacture the most cylinders of course. This year has not been kind to them.

For months, many have been surprised at the rapid rise, given the level of unemployment. During this same period, Wall Streeters have been dancing up and down, looking forward to more bonuses.

As the number of unemployed has climbed and the period of same has lengthened, many have wondered how business could be improving during a time when the consumer (those still left) has transformed from spender to saver.

We keep hearing that consumer spending propels 70% of our economy and that we will not see real growth without an increase in consumer confidence, meaning spend, spend, spend. This is very bad advice! Let other people spend -- you should be saving!

This is a theme I have been hammering on all year and I will continue to do so. I believe this is so important to our personal and national long term health that any true investment discussion, be it on the web, radio, television, newspapers or magazines, is just blowing smoke if it is not a primary focus.

It's been a while since I posted something in the "Funnies" category but today I just had to share something with our readers. I just got off the phone with an elderly friend that had received an e-mail from a notorious scam artist that promised daily income with little or no risk.

Her family had told her that it was a scam, and my wife had told her the same, but she still wanted to know what I thought. She had forwarded the e-mail to me. It took me about 5 seconds to see the offer as a scam.

In running a very tight stock screen recently for value plays Burlington Northern Santa Fe (NYSE: BNI) showed up on a list of 14 stocks. Interestingly all the large railroad stocks did. This reminded me of several stories I have done on the subject, the most recent being Chasing Value: Watch BNI -- the heck with Citigroup.

To summarize, about six weeks ago a Citigroup (NYSE: C) analyst declared it was time to sell the stock when BNI was trading in the mid $60s -- I said investors should do the opposite, it was a great value. Friday the stock closed at $76.98. Even at this price it is a value and ever more so with oil prices steadly creeping up.

It is not possible to know what level is the right level to enter the stock market and various analysts, gurus, journalists and economists have been weighing in this week as the market closed at a one month high, with some folks even becoming downright optimistic.

I might add that the true level we have reached is one of amusement to me because we all are trying to call the market bottom. I myself have entered the fray trashing Nostradamus along the way. This is as much hope, as fact, and folks are looking for clues everywhere.

Some are looking at historical precedent for clues. Technical analysts are combing their charts for patterns of market behavior. The uptrend has to be sponsored to some degree by short covering and momentum traders too.

Positive news was reported by Wells Fargo (NYSE: WFC) which said on Thursday, April 9 that it expects to post a record first-quarter profit of $3 billion, up about 50 percent from a year earlier, due to better-than-expected performance from Wachovia (acquired in December) and a strong performance in mortgage lending. This was all it took to send the market higher even before anyone has actually sifted through the quarterly report for themselves -- not due out until April 22.

I am not surprised that the market is up and I have been putting cash to work for the past six months; but not all at once; not without recognizing that I might be early; and not without a plan. This has included buying WFC most recently at $12.00 and selling naked puts at strike prices of $7.50, $9.00 and $12.00. My most recent post on the subject from last month was Chasing Value: The safest bank in the U.S. -- Wells Fargo.

If you have missed the recent market pop do not fret and do not chase it because it could change direction as many have called this a bear market rally.

What might be most prudent at this point, if you believe that the volatility will continue and the stock market will not see true lasting improvement for a while, is to segment the money you want to put back to work into four or five tranches and invest on a regular basis dollar cost averaging back in over time.

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He writes the columns Chasing Value and Serious Money. Disclosure: I own shares of WFC and I have open options.

Almost without fail if I write something about General Electric Company (NYSE: GE), or even mention the company in passing, someone will add a comment that its CEO, Jeffrey Immelt, has overstayed his welcome at the company and he has to go.

Here are a few samples:

• "Why is Jeff Immelt still employed by GE? he has ruined the company and cares nothing about his shareholders. He and his board need to go empty handed."

It occurred to me while responding to a comment in my Chasing Value column that there are some basic necessities in life that we do not normally think of as such. The discussion had to do with finding those intrinsic or basic things a company (stock) produces that might reduce investor risk or help establish basic value.

Food and water clearly matter to everyone, and you could add energy, but until the economy freezes up like it has the past year, you might not appreciate the importance of credit.

The single biggest reason that car dealers say they cannot move anything off the lot is a lack of consumer credit. People have tapped out their credit cards and home equity lines, and probably their friends and family by now -- so it is all pay as you go. The going is rough and the going is slow.

The Federal Reserve has now reduced the overnight rate to nothing in an effort to get financial institutions to free up some of their capital and to lend to each other. They have also been trying to push mortgage rates down. They were successful in doing so because many lenders have offered me rates under 5% for 30-year fixed mortgages just this past week.

In a high stakes game of chicken this past week, the Senate GOP and UAW leadership could not agree on setting a date certain for cutting members wages and the hard-line senators would not accept anything less. (See Auto 'support fund': Senate & UAW clash.)

One of the ironies of the proposed, and not passed, Federal bailout, or support fund, as I have begun to call it, depending on your point of view, is that the proposed $14 billion is more than the value Wall Street currently places on the two companies.

General Motors (NYSE: GM) closed Friday at $3.94, down $0.18 or 4.37%, with a capitalization of $2.4 billion. Ford (NYSE: F) closed at $3.04, up $0.14 or4.83%, with a capitalization of $7.04 billion. The combined value therefore is $9.44 billion; yes folks, another Washington bargain!

While world markets sank on the news of the failed talks, U.S. investors yawned and were unimpressed with activity in foreign markets -- all three of the major indices ended up for the day. Perhaps that's because temporarily propping up the two companies by spending more than they're worth made no sense to anyone outside Washington D.C. or Detroit.

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture and planning firm. He writes the columns Chasing Value and Serious Money. Disclosure: I do not own shares of GM or Ford.