Profit is important, but I personally think cash flow is more important.

You can show profit all day long, but if you’re not looking at the whole picture, you could be missing out on cash flow leaks, paying more in taxes, and missing out on investment opportunities.

Places you could be tying up cash that don’t show up on the income statement:
Accounts receivable not being collected on
Credit card and debt payments that amount to more than you thought
Large, unused inventory not being sold
Asset purchases
Cash inflows from financing or owner’s contributions

Depending on where you are in business and what your goals are will depend on your cash flow needs in given areas. Overall, a critical element of a business, no matter what stage!