It's pretty common for business owners to discuss with pride their growth in terms of revenues.
"Our revenues have gone up by 18% this year," they might say with a glad nod in their head.
And while this is both admirable and good news, it's not terribly indicative of how well the business is doing.
For instance, revenue growth will almost always spike naturally with a brand new business. And that 18% year-over-year growth...that's probably underperforming for a startup.
Also, what is missing with a report in revenue growth, is how much it cost to chase down that increase in business. If your marketing expenses went up 82% to get you that 18% increase in revenues...then in most cases, that's a losing recipe.
Winning in business...is in the margins. Join Michael on this important discussion of how to achieve long-term, highly sustainable growth.
