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A CFO is someone that a business owner can trust, to give them clear direction, on having a successful business.
CFOs are desperately needed to help struggling business owners do the one required thing to not only stay in business but to have a successful business: generate consistent positive cash flow.
Positive cash flow, as you’re probably aware, is the amount of cash that the business generates that the business owner can do what they want with. They can pay themselves more with it, they can re-invest it back in their business, they can pay down debt with it… the point is, a healthy business – and certainly one that is successful – is one that can generate positive cash flow from their business on a consistent basis.
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