Without Meeting Revenue as Planned, All Plans Are Doomed for Failure!! Revenue Is King!! — Law #78
Cash is blood, profit is muscle, but revenue is bigger and as my Law #1 says the goesinnas (revenue) has to ultimately exceed the goesouttas (expenses). Ultimately the revenue has to generate cash to run the company. Many managers do great in meeting the expense budget, but fail on meeting revenue goals thus creating great losses. I have seen expense budgets met within a fraction of a percent while missing revenue forecasts by more than 20 percent.