# How to Think About Revenue

Part I gives you the lens. Before you pull any lever or run any campaign, you need a shared framework for understanding where revenue comes from, how to measure it, and what the patterns mean.

These five chapters build on each other:

1. [**The Two Jobs**](/docs/guides/how-to-think/the-two-jobs.md) — Every restaurant exists to do two things: create customers and keep them. This is the foundation everything else builds on.
2. [**Know Your Customer**](/docs/guides/how-to-think/know-your-customer.md) — Who is this for? Defining your Ideal Customer Profile through occasions, not demographics.
3. [**The Revenue Equation**](/docs/guides/how-to-think/the-revenue-equation.md) — Revenue is a cube, not a line. Six dimensions that reveal what the top-line number is hiding.
4. [**Reading Your Revenue**](/docs/guides/how-to-think/reading-your-revenue.md) — From dimensions to diagnosis. What the patterns in your data actually mean and what to do about them.
5. [**The Growth Levers**](/docs/guides/how-to-think/the-growth-levers.md) — Six things that move the number. Every action you can take maps to one of these levers.


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