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Element 22. Revenue Model That Swamps Co... > Practical Experience—This Deserves t...

Practical Experience—This Deserves the Minimum Weight of 1

A surprising number of times, the model cannot cover the costs (and I do mean all of the costs, fixed and marginal)—a matter that should bar it from further consideration until it can be resolved. It is puzzling how many opportunities to attract revenue from a variety of different models are avoided because someone believes that the core competence will be spoiled, fractured, or dishonored. My favorite example resides in the world of trade associations. Nearly all of them have enormous values that they can add to the membership but because they believe that generating income is not their core competence, they insist upon avoiding it. Cash is king.


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