Today, the concept of business is to make money. Making money is the name of the business.
—Muhammad Yunus, Bangladeshi banker, economist and Nobel Peace Prize recipient; as a professor of economics, he developed the concepts of microcredit and microfinance.
You're either making money or you're not. If you're not making money get out of the business.
—Meredith Whitney, American banking analyst and frequent contributor to CNBC, Fox Business, and Bloomberg News programs
The inclusion of the money module as one of the five cornerstones for the One-Hour Business Plan foundation was never in doubt. (See Figure 5.1.) The question was: Where to include it? When the inevitable time arrives to forecast money, it becomes quitting time for most people. They walk out of the room, leaving their plan where it lies, never to return, never to face one of the greatest enemies within them: fear. Fear of numbers—numerophobia! I am serious, my friend. It took me a long time not to take it personally as an instructor or advisor when businesspeople ran screaming out of the building and sprinted down the street, heading for the hills after their first attempt to forecast a profit and loss (P&L) statement.