Overlooked revenue is the turnover of an enterprise one cannot see yet because it is somewhere hidden in untapped market opportunities.
Imagine: A factory produces product A and sells it to the ICP X. The factory owner does not know there are also ICPs A, B, and C.
overlookedrevenue.com introduces businesses to new business options by finding the nonobvious. Yes, the thing you are thinking about. What it might be. The advertising message that changes everything.
Overlooked revenue is the money you never see—not because it isn’t possible, but because emotional or systemic habits keep it out of reach. It’s the sum of missed decisions, avoided conversations, and the unchallenged stories teams repeat. It’s less about errors and more about “what’s just under the surface” in your organization.
Because leaders and teams get comfortable in routines, or afraid to question the obvious. Emotional safety, past disappointments, and a desire to avoid conflict lead people to “not see” what’s possible. My work reveals these hidden truths and turns them into new options.
The more successful and experienced you are, the easier it is to become blind to new opportunities. High-achieving companies often have the strongest “we already know” culture, which makes overlooked revenue especially hard to spot without a systemic outsider’s view.
Rarely. Most data reviews only show what you already measure. The deeper patterns—the ‘why’ behind underperformance—show up in team dynamics, emotional signals, and business routines I reveal with my systemic X-ray approach.
Because markets shift, and what was safe yesterday may be holding you back today. The cost of invisible barriers rises every quarter, but so does the value of finally seeing and solving them.