A revenue number should absolutely be a part of planning, but it should come as an outcome of your determined behavior as an entity, a team of employees and as individuals. Your revenue is the direct outcome of your customers purchasing; which will never happen if you don’t manage to focus on all the “other stuff” – like giving a shit about the people you’re asking to buy it.
Focus on providing value and giving a shit about the people you want to appreciate the value you are bringing, and the revenue will come.
