Most revenue plans fail for one dumb reason: nobody actually owns them.
Every business leader wants to grow revenue. You want it. Your competitors want it. The coffee shop on the corner wants it. But wanting it isn't the hard part… generating it reliably, quarter after quarter, without wrecking your team or your brand along the way, is.
By wrecking, I mean clogged processes, burnt-out employees, and quick fixes that end up costing more than they earn.
Over the last 10 years, I've helped generate more than $300 million in revenue for small and medium businesses across Canada and the US. Here's the framework I use every time.
Why most revenue advice contradicts itself
Ask 10 leaders in your business how to grow revenue, and you'll get at least 5 different answers. Tweak the product. Watch the competition. Increase the marketing budget.
Here's the problem: we're all biased. By our own behavior as consumers, by our domain expertise, by the culture we work in. We each see the business through the lens of our own day-to-day, which means we default to fixing what's in front of us.