This study investigates the relationship between negative financial results and stock price appreciation, focusing on Uber, CVC, and Grupo Pão de Açúcar (GPA). The research analyzes these companies profit/loss, cash flow, and stock price metrics from 2023 through the first half of 2024 to understand how these indicators influence investor perception and market value, particularly in periods of financial losses. Findings indicate that positive cash flow plays a crucial role in sustaining market confidence, even during times of financial loss. The study concludes that, although profit is a relevant indicator, cash generation has a greater impact on stock valuation in companies within challenging sectors like technology, retail, and tourism, highlighting the importance of liquidity and sustainability for financial stability and investor confidence.