revenue
Revenue is the quantified tribute a corporate monster extracts from the world. The higher the figure, the louder the applause; the lower it falls, the harsher the scolding—a sort of internal audition. Exceed it, and you are lauded as a hero; miss it, and you become the scapegoat. It sways managers’ moods and expedites or stalls every approval form. In reality, it is a mere façade that ignores both profit and cash flow.