You have hit on the first step I use to filtre stocks - look at the business and work out how they make money. The aim is to find businesses that have a competitive advantage or "moat" that will enable them to grow profits over a long period of time.
Before I get to this step I need to prove that the business is cheap, not many that pass the first step pass the second as everyone wants a piece of these extraordinary businesses.
To work out the Intrinsic value I look at; ROE, debt/equity, book value, payout ratio and cash flow.
?? Often people follow "hot tips" like lemmings, often people drink their own bathwater, often trading is a zero sum game.