Revenue TrustInstitute

A research programme for SME leaders

What makes revenue
worth relying on?

A CEO makes decisions on the strength of customer demand, team commitments and money expected to arrive. We study what gives those decisions a sound footing, and what gets in the way.

Explore the researchSee the framework
The revenue creation loopFig. 01
The Revenue Creation LoopResources, Value Offering, Value Experience and Market Demand are connected in a feedback loop. Purpose, Strategy and Capital guide the loop. This is a working theory, not research findings.PURPOSE · STRATEGY · CAPITALRevenueCreationA CONNECTED SYSTEMRESOURCESOFFERINGEXPERIENCEDEMAND
A working model of connected decisions.Theory, to be tested.

Consequential decisions. Connected systems. Better grounds for trust.

First study in development

The question we are asking

A question behind every growth decision.

Can we rely on this? A forecast. A delivery promise. A team's capacity. The research begins with SME CEOs and the everyday decisions that depend on their revenue systems.

01

The evidence

What can leaders see about demand, customer choices and the outlook for revenue?

02

The commitments

How do priorities become promises that people have the authority, capacity and funding to keep?

03

The learning

What changes when a result challenges the plan, and how does that shape the next decision?

The starting framework

Follow the promise.
See the whole system.

Our starting theory connects the promises a business makes with its ability to carry them. The research will test that view against leaders' experience, including what the theory misses.

Explore the Revenue Creation Loop
01

Resources

The people, time, money and capability available to carry the work.

02

Value Offering

The promise the business designs and asks the customer to accept.

03

Value Experience

What happens when the promise is delivered and used.

04

Market Demand

Customers' needs, choices and willingness to pay.

The proposed first study

Start with what CEOs actually encounter.

The first study is being designed to understand the strongest constraints on reliance across the revenue system. Its starting point is a recent decision, followed by questions about evidence, commitments, delivery and change.

See the proposed questions

Trust begins with a reason to rely.

Trust is a willingness to rely on someone or something when the outcome matters. Trustworthiness is the conduct, capability and conditions that give good reason to do so. We are interested in the grounds for reliance, including when caution is justified.

People & purpose