predict your 2026 revenue (no crystal ball needed)
Dec 8, 2025
Brought to you by The Art Of Positioning Podcast
December 8th.
You’re staring at a spreadsheet cell labeled "2026 Projected Revenue."
You typed a number in there. Maybe it’s 15% higher than this year. Maybe it’s flat.
But be honest: Is that a plan? Or is it a wish?
For most custom builders and suppliers, forecasting feels like a guessing game. You spin the wheel, marketing brings in "leads," and you hope enough of them turn into contracts to hit the number.
And I know I’m not telling you something new here, but hope is not a strategy.
If you are a custom builder in markets like Oregon or Colorado, your pre-construction cycle is 6–9 months. Permits alone are eating 3 months.
That means if you don't have a contract signed today, that project isn't contributing a dime to your Q1 revenue. It might not even hit Q2.
If you are a supplier, you’re looking at material volatility. If you’re quoting jobs for mid-2026 based on today’s prices without a margin buffer, you aren't forecasting profit. You’re gambling with it.
The businesses that sleep well in December aren't the ones with the most leads. They are the ones with control.
And control comes from clarity...👇
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Chick-fil-A had a 3M-follower TikTok goldmine. They told her to stop posting.
Merriam Webb was showing staff meals, building massive organic reach. Corporate shut it down. She left and got a Shake Shack deal instead.
That's what happens when you don't understand the difference between employee advocacy and forcing your team to sound like corporate robots.
Internal comms leader Cassandra Babilya (ex-CIA analyst turned culture expert) and Tara Turk-Haynes (VP of talent acquisition and DEI) break down why most employee advocacy programs fail in this episode of The Art of Positioning Podcast:
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The biggest enemy of predictability isn't the economy.
It's being a Generalist.
When you say "yes" to every type of project, you introduce chaos into your forecast.
The Generalist Builder:
Chasing permits in 4 different jurisdictions (each with different delays).
Managing 5 different architectural styles (each with new material hiccups).
Pricing based on "averages" because every job is a prototype.
Result: You can’t predict when revenue lands because you don’t control the timeline.
The Specialist Builder:
"We build Modern Mountain homes in Bend."
Same permit office. Same material packages. Same sub-base.
Result: They know exactly how long pre-con takes. They know exactly what the margin is.
Specialization isn't just some cutesy marketing trick.
It saves you thousands in wasted estimation time and gives you a forecast you can actually take to the bank.
Let's look at how. 👇
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😎 Enjoying your read so far? I've built a diagnostic that shows exactly where your brand is bleeding revenue.
Takes 5 minutes, spots the gaps, and gives you fixes.
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Badass Tip
You can’t change the permitting office or the lumber market.
But you can change what you allow into your pipeline.
The "fix" isn't a better spreadsheet. It's a tighter Positioning Filter.
Look at your 2026 pipeline right now. You likely have a mix of "Perfect Fits" and "Maybe We Can Do This" projects.
The "Maybes" are killing your predictability. They are the ones with unknown timelines, unknown margins, and high client friction.
To secure your 2026, you need to apply a strategic filter to your incoming work. This is what I help clients build, but you can start right now:
Define the "Predictable Project": Look at your last 10 completed jobs. Which 3 finished on time, on budget, with the least headaches? That is your predictable profile.
Publicly Disqualify the Chaos: Update your messaging to repel the projects that break your systems. If you struggle with remodels dragging on, stop listing "Renovations" on your homepage. If custom cabinets are your profit engine, stop promoting "general millwork."
Sell the Certainty: When you specialize, you sell certainty. You can tell a client, "We have done this exact project 12 times. We know the timeline is 8 months." That confidence closes deals faster than any "generalist" pitch ever could.
Predictability is boring, but hey, if your operations are boring, then your life can be exciting.
Yeah, you could keep guessing and hoping the market plays nice.
Or you can pick a lane, own it, and finally tell your spreadsheet who’s boss.
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