Coach What Matters Podcast – Episode 2: Why Are We in Business: To Make Money

In this thought-provoking second episode of Coach What Matters podcast, host Amber Cash is joined by Cesar Flores, Founder of Coach What Matters, for a deep dive into one of the most common yet complex questions in business: How do businesses shift from chasing revenue to building value-driven growth?

Together, they explore the tension between chasing profit and delivering lasting value. Drawing from his 20+ years of executive coaching and leadership experience, Cesar unpacks how overemphasizing revenue as the primary measure of success can lead to short-term thinking, cultural burnout, and missed opportunities for sustainable growth.

Amber and Cesar discuss how a revenue-first mindset often creates tunnel vision at the executive level, causes disconnection across teams, and impacts employee engagement. Backed by data and real-world examples, they highlight how reframing success around customer value and a company’s “why” creates a more resilient, motivated, and high-performing organization.

The conversation also offers a practical framework for shifting toward a value-driven business model. From aligning your leadership teams and operational structures to understanding your ideal customer and building feedback loops, Cesar outlines how businesses can foster a self-sustaining ecosystem where revenue becomes the reward—not the goal.

Whether you’re a founder, executive, or team leader, this episode will challenge you to reflect on the story your business is telling—and whether that story is grounded in purpose.

Listeners are encouraged to visit www.CoachWhatMatters.com to check out previous episodes, explore the blog, and connect with the team for a consultation. You can also follow Coach What Matters on LinkedIn and Instagram for daily insights and strategies.

Stay tuned for more episodes as we continue to explore what it really means to Coach What Matters.