Key Takeaway: Growth is easy for firms willing to give their products away—for as long as they remain in business! But the first duty of a business is to survive. Managers must never lose sight of the fact that the end goal is profits, not just revenues.The Wallet Allocation Rule Is Not a PanaceaRevenue ≠ ProfitsShort-Term Gain, Long-Term PainMoney-Losing DelightersAligning Satisfaction, Share of Wallet, Revenue, and ProfitConclusionNotes