"that strategy is primarily about revenue rather than cost"E a diferença entre Muggles e gente apaixonada:
"There’s a simple reason why revenue planning doesn’t have the same desired result as cost planning. For costs, the company makes the decisions. But for revenue, customers are in charge...Quando se quer acelerar a velocidade de crescimento é fácil cair na armadilha que Seth identificou na parte I.
the predictability of costs is fundamentally different from the predictability of revenue. Planning can’t and won’t make revenue magically appear, and the effort you spend creating revenue plans is a distraction from the strategist’s much harder job: finding ways to acquire and keep customers."