According to the Architectural Plan for Profit, revenue does not even appear as one of the pillars.
However, comparing Figures 3.1 and 4.1 shows that the pillars associated with revenue are Value and Price implying that revenue is a function of both these pillars. In Chapter 1, value was defined as the expressed relative importance or worth of an object to an individual in a given context (Brown 1984) and the degree to which buyers think those goods and services make them better off than if they did without (Maital 1994). Both of these definitions state that individuals have preferences for different outputs and these preferences will be observable given choices individuals make in the market. Based on these definitions, the Pillar of Value contains two elements. The first is the expressed choices that individuals make, or in different terms, if consumers choose to buy the outputs that you produce or provide, this is your revenue. The focus of this chapter will be on determining how to measure the revenue concept of value so you can manage it for the purpose of improving profit. The second is modeling the preferences of your consumers so that you produce or provide goods that will make them better off than if they did without. This concept of value will be discussed in Chapter 6.