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Why some revenue is worth 2x and other revenue 8x

Two businesses, same revenue, one sells for 4x more. The difference is revenue quality. Here's how to assess it before buyers or sellers figure it out.

· By Ruben van Putten · 4 min read

About the author

Ruben van Putten Ruben van Putten

I combine behavioral finance research with 25+ years of business experience to identify exceptional companies where technology creates sustainable competitive advantages.

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Updated on Dec 5, 2025