Cash is more important than profit.
Even a profitable company can struggle without generating sufficient cash flow. I worked with a highly successful residential plumbing company for several years- who doesn’t need plumbing? Clients must be falling out of the sky, right?
But there was a problem: the firm had taken on a huge commercial plumbing project, and the firm had lost money on the client. It was so much money (and lost cash) that the firm struggled to make payroll each month. Eventually, the owner brought in a partner, who invested the cash needed to operate each month.
Businesses have to forecast and monitor cash- it’s more important than profit.