Cash is the life blood of any business. There are lots of important things for Directors to be responsible for such as Sales, Margin, Overheads, Profit, Quality of Delivery, Clients, all important because they all indirectly impact Cash.
However, whilst Profit is important and it is the reason why businesses exist, it is not more important than Cash, we all need to consider:
“Sales are vanity, Cashflow is sanity, but Cash is King”. What this means is that whilst it may look better to have increasing Sales, the most important focus for a business has to be Margin and Cashflow. Without Cash employees cannot be paid, suppliers cannot be paid on time, a business will not be able to continue to trade without Cash