It is truly a case of self-imposed blindness to start or run a business without first understanding the cost and profitability of key business metrics such as "How could we save costs?", "What do sales have to be to get a 20% return on the campaign investment?", "What is going to be the cost of a promotional campaign?"
Many marketers and small business owners cannot answer questions about campaign costs and profitability, product costs and profitability, channel and trade customer service costs and profitability, and finally end customer costs and profitability. It’s truly a recipe for disaster.