Profit on Paper, Pressure in Practice – Why Cash Flow is the Real Indicator of Growth

Cash – Master Cash Flow & Set Revenue Goals

It’s possible to be profitable on paper but still be permanently stressed about money. Why? Because profit doesn’t pay the bills—cash does.

Healthy cash flow is what keeps a business moving. It gives you the ability to invest, hire, pause, pivot, and plan. Without it, even the most successful-looking businesses can fall apart.

What strong cash flow management looks like:

• You track income and outgoings weekly or monthly.

• You know your break-even point.

• You understand where your money is coming from—and when.

• You’ve set realistic revenue goals and broken them down into monthly targets.

Why setting revenue goals matters: A clear revenue target gives you something to aim for. It also helps you reverse engineer your marketing, sales, and service delivery. Without a number in mind, it’s easy to drift or chase the wrong things.

Top tip: predictable revenue (like retainers or repeat contracts) makes a huge difference to stability. Look for ways to build this into your business model.

Weekly Challenge: If you haven’t already, set a clear revenue goal for the year—then break it down by quarter and by month. Keep it visible.

Then ask: What needs to happen each month to hit that goal? More clients? Higher pricing? Better retention?

This simple exercise turns ‘hope’ into a plan—and gives your business a clearer path to sustainable growth.

Want to build a business that’s clear, consistent, and sustainable?

Download my free 10 C’s Business Growth Guide—a practical framework to help you simplify your marketing, strengthen your message, and grow with purpose.

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