Forget everything you've been told about revenue. Here's why a shrinking company can be a sign of genius, not failure
As a decision-maker, you’ve been conditioned to equate top-line revenue growth with success. But this “growth at all costs” mindset is a trap. It leads to operational drag, margin erosion, and a business that is, frankly, exhausting to run.
The most powerful, resilient businesses understand a critical truth: not all revenue is good revenue.
An increase in profitability while revenue declines is not a sign of failure. It is often the first, most powerful indicator of a successful strategic turnaround. It proves you’ve stopped “buying” low-quality revenue with expensive marketing (high CAC) and started focusing on high-quality, high-margin revenue (high LTV).
This scenario happens in several key situations.
Strategic Customer Pruning This is the classic “firing your worst customers” strategy. Many businesses find that the Pareto Principle (the 80/20 rule) is inverted for their problems: 20% of their customers generate 80% of the support tickets, scope creep, and operational headaches, all while contributing minimal profit.
The company conducts a profit-per-customer analysis. It then “fires” its “D-grade” customers, either by raising their prices to a point of profitability, refusing to renew their contracts, or declining new projects from that segment.
Top-line revenue decreases because you have fewer customers.
Profitability explodes. The decrease in costs (customer support, sales commissions, operational complexity, and employee burnout) is far greater than the revenue lost. This frees up your best people to focus on serving and expanding your “A-grade” customers.
Marsh & McLennan After a profit audit, the insurance giant Marsh & McLennan discovered that roughly 25% of its customer base was unprofitable. The company made the hard decision to jettison thousands of these clients. While this led to a short-term hit in total revenue, it dramatically improved the company’s operating margins and allowed it to refocus its resources on high-value clients, ultimately strengthening its financial position.
Product Line Rationalization (The “Apple” Play) Complexity is a silent profit killer. Every additional product or service (SKU) you offer adds a “hidden tax” on your entire organization, in R&D, supply chain, inventory management, marketing, and sales training.
A company analyzes its product-line profitability and cuts the bottom 20–70% of its products that generate minimal profit.
Revenue decreases as you stop selling those products and liquidate old inventory.
Profitability soars. R&D is focused, marketing messaging becomes clearer, sales teams are more effective, and manufacturing/operational costs plummet. You stop wasting resources on “loser” products to subsidize them with your “winner” products.
Apple (1997) This is the most famous example in business history. When Steve Jobs returned to Apple in 1997, the company was 90 days from bankruptcy, despite selling a bewildering array of products (including over a dozen versions of the Macintosh Performa). In one of his first moves, Jobs cut 70% of the product line to focus on just four: two for consumers (iMac, iBook) and two for professionals (Power Mac, PowerBook).
Revenue stalled and briefly dipped as the old lines were cleared. But the company’s financials reversed almost instantly. Apple posted a $1.05 billion net loss in 1997. After the cuts, it posted a $309 million profit in 1998.
The Business Model Pivot (From Volume to Value) This scenario involves a deliberate shift from a high-volume, low-margin business to a low-volume, high-margin one. This is common when a company moves “upmarket” from serving small businesses (SMBs) to serving enterprise clients.
A SaaS company, for example, discontinues its $49/month self-serve plan to focus exclusively on its $50,000/year enterprise contracts.
In the short term, total revenue decreases. You might lose 2,000 small customers ($1.17M/year) and only gain 10 new enterprise clients ($500k/year) in the same period.
Net profit increases. The $49/month customers had a 20% churn rate, required massive support, and had a high CAC from broad-based marketing. The enterprise clients have <5% churn, higher expansion revenue (LTV), and a more focused (though high) acquisition cost. The margin on the enterprise revenue is vastly superior, and the business becomes far more predictable and stable.
Adobe’s Shift to Creative Cloud When Adobe shifted from selling perpetual licenses of Creative Suite (a one-time, high-priced box) to Creative Cloud (a monthly/annual subscription), it faced a massive strategic challenge.
In the transition phase, revenue growth slowed and even dipped. Analysts were skeptical, as a $50/month subscription looked like less revenue than a $2,500 one-time purchase. However, the company was trading lumpy, unpredictable revenue for predictable, recurring revenue (ARR). As noted in a McKinsey analysis, Adobe’s recurring revenue climbed from 19% in 2011 to 70% by 2015. This move created a much more profitable, resilient, and valuable company, even though it required a period of painful, counter-intuitive revenue metrics.
The Executive Takeaway If your revenue is shrinking but your profit margin is expanding, you are likely witnessing a “strategic contraction.” You are cleaning house. You are curing the “growth-at-all-costs” disease by cutting away the unprofitable “bad” revenue to nourish the “good” revenue that remains.
This is the move from being a “revenue-led” company to a “profit-led” company. It requires courage, patience, and a deep understanding of your unit economics.
Are you brave enough to cut revenue to save your business?
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