Accountants will focus on the numbers. That’s what we are trained to do after all.
But very few accountants recognise the importance of the human element in running a business.
And the danger of that is you are missing half the equation.
I firmly believe that whilst you need to track incomings and outgoings, profit margins, conversion rates, and customer acquisition costs, those numbers only tell you what is happening.
To understand WHY people buy, stay loyal, or leave, you have to understand human behaviour.
Business is not just about selling products or services. It’s about people – we’ve all heard the saying that people buy from people.
Every sale, every click, every repeat customer is a human decision driven by emotions, psychology, and perceived value.
The most successful businesses don’t just analyse the numbers – they study the consumer too.
How many of you track that kind of data in your business?
DO YOU TOLERATE LOW MARGIN WORK?
If your profit margins are thin, there is a real danger you are running a charity for your least valuable customers. Low margin work is