What's the Most Important Thing a Good CFO Can Do for a D2C Company?

The most important thing a good CFO can do for a D2C company is to focus on the fundamentals. What you have done, the real actuals on what you have done will be your best prediction about how much you're going to be able to grow in the future. And so if we continue to keep making these crazy predictions and projections, but we never actually go back and reconcile our decision making, then I think we're ultimately doomed for failure.

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