Sales are growing. Profits look healthy. So why is there less cash in the bank?
I've had this conversation many times with CEOs and commercial teams.
And the answer is rarely found in the income statement.
It's hidden in how growth translates — or fails to translate — into cash.
Two customers can generate the same revenue and profit, yet have a completely different impact on cash flow.
The difference often comes down to payment terms, inventory, cost-to-serve, and the capital required to support that growth.
I've summarized five practical rules in a 70-second video:
- Profit is not cash.
- Don't trust the average.
- Every day counts.
- Not all customers are the same.
- Before every decision, ask: What will this do to our cash?
Because profitable growth doesn't always mean cash-generating growth.
In your experience, where does the biggest disconnect between profit and cash occur?
Want to explore the impact at customer level? Try the interactive simulator below.
(Voiceover: AI-generated)
