What's worse for a company: not selling... or selling a lot and still losing money?
That's what soy farmers are living in America today. United States. The harvest reached record levels —more than 4.2 billion bushels in 2024—but the price fell to less than $10 per bushelThe lowest in four years.
The reason? China, its main buyer, closed the door.
Result: full silos, no-output inventories, evaporated margins.
A brutal lesson that more sales without diversification is the perfect formula for fragility.
In VUCA times, temptation is to produce more to feel you have control.
But what really assures the future is not to produce more, if not protect your profitability and stay.
It seems obvious.
But reality shows it's not.
We keep falling into the trap of relying on one client, one channel, one bet.
The true obsession in uncertain times should not be growing at any cost.
It must be in to build businesses capable of resisting blockades, crises and market storms.
Because selling a lot can fill out reports.
But only profitability and permanence ensure you keep writing the story.
Sales are the picture of the moment.
Profitability and permanence are the complete film.
