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Some years back, a good friend of mine - the CEO of a national tile business- came to me with a problem. His bonus was tied to a complicated formula based on “return on assets managed.” On paper it looked intimidating, and he admitted he didn’t fully understand how the calculation worked or what he needed to focus on to maximise his payout.

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He sent me the details of the bonus formula. I dug into it and quickly realised something important: while the formula looked complex, in reality there were only six things in his business he could actually control that directly impacted the return on assets managed. Everything else was noise.

So, I asked him for the financial statements, identified the weak points, and we worked together to set very specific targets for those six controllable items. Once he understood the levers he needed to pull, everything clicked.

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From there, he went all in. He focused relentlessly on those six items, implemented the changes, and pushed his team to deliver. The result? Not only did he hit the targets - he smashed them. That year he walked away with the highest bonus in the entire group.

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Why?
Because he finally understood what truly drove his business performance. The formula wasn’t magic- it was focus. Six levers, pulled hard and in the right direction.

Later, I worked with other CEOs in the same group who had the same opportunity. They had the same formula, the same levers, the same chance to succeed. But most didn’t bother putting in the effort. They got lost in the noise, distracted by the complexity, and missed out on the upside.

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That experience lit the spark for FinGenie. I realised that every SME, every leader, and every coach or advisor needed a way to cut through the clutter of financial statements, KPIs, and jargon. They needed a system that:

• Strips away the noise.

• Shows exactly which levers matter.

• Translates numbers into actions.

• Creates confidence that targets can be hit.
   

FinGenie was built to make that experience repeatable. What I did manually for my friend, FinGenie now does automatically for any business: it reveals the handful of things that drive results, translates them into simple, actionable targets, and tracks progress.

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The result? CEOs, business owners, and their advisors stop guessing, stop drowning in spreadsheets, and start winning - just like my friend did.