* Buy x quantity of $STOCK.
* Buy PUT options on the underlying x quantity of $STOCK (treat this as the insurance; you can choose to either pay a premium over the purchase price or a discount over the purchase price).
* Sell CALL options on the underlying x quantity of $STOCK (treat this as rent on your asset).
If the $STOCK loses in value, exercise your PUTs to protect value of invested capital. If the $STOCK gains in value, chances are the buyer of the CALL options you sold exercises their option. You still make a profit (although lower than selling at market rate which is higher than the CALL option exercise price). But you get cash (with profits) which you can then roll over into your next $STOCK + CALL + PUT transaction.
The strategy works regardless of market sentiment.