We don't ever think about our breathing, until we can't breath. We don't think about our blood-flow, until we're bleeding out. Breath and blood is essential to our survival. And yet, when things are normal, it's not something we have to think about.

However, we do take precautionary decisions and make choices to make sure we don't get put in a situation where we have to think about those sorts of shortages. If we're smart (and happy), we don't go to sleep with a plastic bag over our heads, and we don't put a knife into ourselves. We don't try to breath under water, and we avoid being shot. Those things are a given.

But when it comes to business, most owners don't approach it with the same level of wisdom and precaution. As blood is to your body, so cash is to our business. Cash is the oxygen your business needs in order to not just survive, but to sustain the energy required to pursue and grow and win.