When you own a business, you typically have three good options for what to do with the profits: Invest for growth. Invest for margins. Build up your cash reserves.
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Watch out for getting complacent and being stuck in a (temporarily) profitable holding pattern without proactive plans for how to invest for future. If you're building up cash because you can't think of anything better, you might want to hire a consultant.
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cash reserves is why Nintendo didn't die when all the stupid article writers kept expecting them to
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