|06: REVENUE Generate revenue today.|
You have to make a penny before you can pinch a penny. Revenue is the lifeblood of the enterprise. Without a top line the bottom line is irrelevant. Want to reduce costs? Shutter all your factories and production lines. You need to spend money to make money. Generating revenue is a risky, unpredictable exercise that cannot be planned or programmed with accuracy or consistency. Generating revenue is an exploitative, opportunistic exercise that demands superior competitive maneuvering in order to survive and thrive. Long term sustainable competitive advantage comes from superior competitive maneuver. Every “click” of value-add must be sold for two “clicks” of operating margin.