Revenue Is Vanity, Profit Sanity

There’s an old saying in business: revenue is vanity, profit is sanity. Turns out the younger you are, the more vain.

At Value Builder, more than 80,000 business owners have inquired about the value of their company by requesting a Value Builder Score Report. In our intake survey, we ask: “If you could achieve just one goal in the next 12 months, which would it be?” The options:

1. Become known as a master of your craft

2. Grow your bottom-line profit

3. Grow your top-line revenue (i.e. sales)

Across generations, revenue growth ranks first, but the real story is how differently each group values profit as a top goal. Among Gen X owners, 41% selected profit, compared to 35% of Millennials and 30% of Gen Z. That 11-point spread shows where generations diverge: younger owners lean toward growth and recognition, while Gen X gives profit far more weight—a sign of their pragmatism and proximity to exit.

PS. Have you got your tickets to the Value Builder Summit yet? It’s a three-day mashup for professionals who advise owners on their endgame. Think Woodstock for exit planners. Grab a ticket.

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