When evaluating the performance of companies that are in mature markets most folks will be looking at efficiency, and competency of execution, which are arguably well reflected in the financial reports for the company.
If you are looking at companies that are attempting to introduce new technologies, or trying to shift long-standing consumer behavior, then the you are going to be more interested in the credibility of the story the company tells about why those shifts are important, and why they will be successful in pursuing them. A canonical example is Microsoft. Microsoft was always a profitable company, but in their early days simply looking at their financials wouldn't have distinguished them at all from the dozens of other microcomputer software companies, and placed them way behind the established mini and mainframe software vendors. However, Microsoft's vision statement was "A computer on every desk in every office and in every home, running Microsoft software." This was hilarious at the time, but they managed to pull it off. People who believed that the introduction of microcomputers was going to change the world and invested in Microsoft did incredibly well.
Riding waves of technological and social change is risky of course, and less quantifiable than standard value analysis. As a counter-example, WeWork was going to revolutionize the workplace and maybe even housing and education by making long term real estate investments and renting them out as short term as "lifestyle" co-working spaces. WeWork is probably going to file for bankruptcy next week.
A lot of people (not me) believed that VR was going to transform every aspect of people's lives, and Meta made a big investment in it. The result was arguably ludicrous, but some people still think that VR is the wave of the future. The payoff from catching these major technological/societal shifts can be huge, so people take big gambles.