Cash or Profit. Survive or Excel

You know the saying ‘sales are vanity, profit is sanity’ but this little sentence ends with ‘but cash is absolutely essential’.

Businesses do not fail because they don't make profits (at least, not immediately), they fail because they run out of cash. Once it’s gone it’s gone! And now, of course, the cash wells have all but dried up. Keeping what you have, and squeezing the last drops out of your assets, is more than desirable, it’s essential to survival.

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