A company can look profitable on every report and still run out of cash. Paul Whitley has spent thirty years

taking the call that proves it, usually on a Tuesday, usually from a smart, hardworking founder who never

saw it coming.

Profitable and Broke follows Marcus Fenn, the fictional CEO of a growing firm who keeps getting surprised

by his own bank account. Through Marcus, Whitley walks the reader from confusion to clarity: what cash

flow really is, why profit and cash diverge, how the cash conversion cycle works, and how to build a weekly

rhythm that makes surprises rare.

It reads like a story and works like a field guide. Every chapter pairs Marcus's experience with a real tool a

CEO can use on Monday morning, from the 13-week forecast to the ten questions most leaders cannot

answer about their own cash.

Underneath the numbers, it is a book about the chair you sit in as a leader, and the people who trust you to

see clearly before a problem becomes a crisis.