Jeff Bezos reminds us to focus on the inputs, not the outputs.
He gives the example of a higher stock price and works backward to the controllable inputs:
“What are the inputs to a higher stock price? Okay, well, free cash flow and return on invested capital are inputs to a higher stock price. Let’s keep working backwards. What are the inputs to free cash flow? And you keep working backwards until you get to something that’s controllable.”
He points out we can control costs, which is an input to free cash flow: