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You didn’t start your business to become a CFO. You started it because you had a vision, something meaningful to offer the world. But if you want to stay in business, you’ve got to get good with cash.

I’ve worked with business owners across multiple industries for over 25 years. From fast-growing startups to seasoned service providers I’ve found that no matter what they do,, their biggest financial blind spot is always the same: cash flow.

They’re bringing in solid revenue, maybe even profitable on paper, but somehow they’re still struggling to pay their bills. Why? Because they’re looking at the wrong numbers.

Cash flow isn’t the sexiest part of running a business, but it is the part that keeps the lights on, your team paid, and your dreams moving forward. It’s also a lot simpler than people make it out to be. You just need to build a few habits that make cash management part of how you run the business, not something you only think about when there’s a problem.

Cash Flow Isn’t the Same as Profit

Cash flow and profit are not the same thing. You can close the month “profitable” and still have no cash in the bank to cover your bills. That’s because cash flow is about timing.

It tracks when money actually enters and leaves your account, not just when the invoice is sent or the bill is due.

Profit looks good on paper, but cash flow is what really matters.

Why Cash Flow Matters More Than You Think

Cash flow is how much money you have available to use immediately. It’s the dollars in your bank account. It tells you whether next month you’ll have more or less or nothing at all. It’s non-negotiable.

Cash lets you:

• Cover payroll without sweating it
• Invest in growth without going into debt
• Sleep at night knowing you’re not about to bounce a check

Too many business owners don’t track their cash flow at all. They just glance at their bank and hope for the best. When a big expense hits, and their accounts become overdrawn, they’re left blindsided. There is no reason this has to happen to you.

Make It a Weekly Ritual

I recommend setting aside 30 minutes every week to check:

• What’s coming in?
• What’s going out?
• What payments are delayed?
• What expenses are hitting next?

This kind of visibility helps you spot red flags early and make better decisions, before things go sideways.

Build a Buffer Before You Need It

Even healthy businesses hit slow seasons. It’s not a matter of if, but when. That’s why I always advise my clients to create a cash buffer, ideally 2 to 3 months of operating expenses.

Think of it as peace-of-mind insurance. You hope you won’t need it, but you’ll be glad it’s there when you do.

If revenue is the dream, cash flow is the engine that gets you there. It’s not the most glamorous part of running a business, but it is one of the most powerful. When you build the habit of checking in regularly, making small course corrections, and setting aside a buffer, you’re setting your business up for long-term success.

Your future self will thank you.

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Stay Connected with Dan

Dan has 25+ years of experience helping businesses improve and optimize their operations. He combines his financial analysis and planning expertise to solve problems and help clients increase profitability.

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