If you think of your business like a car with an internal combustion engine, you need to be operating at an Air to Fuel Ratio (AFR) of 5:1 where air is sales and fuel is profit.  An AFR of 5:1 is equivalent to 20% profit.  I can already hear some of you saying “in my industry that’s not possible, on average we run on 5% margins (or some other low number).