16/10/2026
Following on from a post the other day ...
Turnover is vanity. Profit is sanity. Cash is reality.
As you get older, you learn what actually works in business. Unfortunately, it usually comes a bit too late.
Looking back 15 years, I’ll admit it: my business grew on ego, not numbers. I wanted to be the best, the leader, the guy with the big reputation. I couldn’t be told otherwise, and it came at a great cost down the track.
But if I could go back in time, I’d do exactly what I’m doing right now. Because the business game isn’t about how much you bring in—it’s about how much you actually keep.
It sounds impressive to tell your mates at the pub that you’re turning over $1.5 million. But if your margins are razor-thin and you're drowning in overheads, what's the point? If someone else turns over $300k but retains more actual profit at the end of the year, who is the silly one ?.
We constantly tell the young up-and-comers to "get big" and "scale up."
Yeah… nah. Not for me anymore, I have nothing to prove to anyone anymore.
I absolutely loved the forestry mulching and building rock walls, but the decent money just wasn’t there.
Scaling that kind of work just means massive equipment finance, higher maintenance costs, and a mountain of stress if a machine sits idle for a week.
Today, it’s not about the size of the fleet or the headcount. It’s strictly about net profit versus risk and liability.
To anyone starting out: stop chasing the vanity metric of high turnover.
Work out your numbers, minimise your risk, and protect your margins.
That's how you actually win.