I’ve been reading a book and it brings up the idea of “good” and “bad” revenue. Bad revenue being those ways of increaising profits that actually make your customers angry. Think about the cable company which continues to increase rates but never improves value, or all the extra bank fees that pop-up even though you’ve been a solid customer for decades; these are examples of bad revenue and based on what I see in the business world more and more are companies making short term profits based on bad revenue. Good revenue is derived when your best customers sing your praises and your company gains market share. You use profits to create more value for your best customer, who continue to sing your praises.
Good revenue, bad revenue, not all revenue is the same.