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  • Jerry Rollins

Revenue or Profit?

Updated: Aug 26, 2020

This week I had the same question posed to me multiple times. The question was “In these challenging times, should I be more focused on revenue or profit?”

The answer should always be to balance growth and profit. Having said that, one of my favorite sayings is: 

Revenue is Vanity, Profit is Sanity and Cash is Reality!

If I take all my years in business and have to place them in order of importance they would be:

  1. Cash flow

  2. Profit

  3. Revenue 

This always sparks a debate, but those will always be the proper order for me. 



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