Ignore Revenue. Focus on This

Revenue growth does not mean success.

Chasing revenue growth can make you do funny things.

Focus on the red line.

Grow the blue line only if the red line is going up faster

There are reasons why blue line would be going up while the red line is going down, but for consumer brands selling consumer products, the reasons are few.

The long term cost of undoing the mistakes caused by growing the blue line without growing the red line outweighs the short term benefits.

Fundamentals matter
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