Loyal customers and profitable products (or services) are two of the most valuable assets a business can have since they create the entirety of the operating cash. True Profitability is both a measurement of complexity-adjusted profits and a business process to focus on the essential activities, to improve performance continually. A practice to keep the focus on the most profitable products and customers. In this Second Edition, we have added a practical example of a Pareto-model study. We have also included a new section describing the application of True Profitability to optimize the investment companies make in inventories. The book helps managers optimize their product portfolios and curtail harmful complexity. High performing companies use the long tail of product diversification to attract new clients and boost sales without falling into chaos. In this book, we have captured the methods and approaches used by many "masters of complexity" to customize solutions and carry extreme numbers of items in their offerings, while minimizing complexity cost. True Profitability is the real measure of a company's economic success. It's pure profit devoid of arbitrary allocations or interpretations created by conventional accounting systems. It starts with the contribution margin and ends with free cash. Said differently, True Profitability is the ultimate way to measure net profits from customers and solutions.