Ann: Change of Director's Interest Notice, page-8

So, i understand the whole "wanting cash and selling off shares".
however, how are they meant to earn the trust of the share holders if they keep knocking the value around. meant to be a growing business but i cant see any re investing...
I am not a huge investor and do not have shares in this company though i have been following them for quite some time now. want to invest, but cannot see any end result with the continued movement of stocks within the company.
Any thoughts or advice?
cheers!