You don't know what you've got til you realize you never had it.
January 2, 2007 8:47 AM Subscribe
I often hear people describing "lost revenue" when they mean "revenue that we expected to earn, but didn't." To me, this is an important distinction: if you never had something, you can't lose it.
Is there an alternate term to describe what I'm talking about? "Missed revenue," perhaps?
posted by bingo to writing & language (25 answers total)