... much the same way. We will call it the business cycle. They produce and deliver a product or service, they invoice the customer, they pay their bills, they get paid by their customers, and they ... t, shown in Table 2.5.We have seen that cash and profi t are not the same, but do they change at the same time, and in the same way? Well, let’s look at the 25 The Business Cycle they are the ... unpaid staff stop working, suppliers won’t supply the materials you need, and the whole thing grinds to a halt. So, to keep the business healthy, you have to manage both: profi t for the long term,...