
A Framework to Build Upon: The Five C’s for Business Development and Revenue Growth
What Credit Principles Can Teach Leaders About Growing Their Business Years ago, young bankers were taught to evaluate every loan through the lens of the Five C’s of Credit: Character, Capacity, Capital, Collateral, and Conditions. These weren’t just technical boxes to check—they were an attempt to answer one fundamental question: Can we trust this person or organization to grow, perform, and fulfill their commitments? Interestingly, the same question applies not only to borrowers but also to leaders, teams, and businesses pursuing growth. The deeper I’ve gone into leadership, the more I’ve come to realize that the Five C’s don’t belong only in the banking world—they belong at the heart of business development. In The Wisdom of Finance, Mihir Desai makes this observation: “Finance is, at its core, about promises—how we make them and how we keep them.” That one sentence reframes both finance and leadership. Business development isn’t ultimately about tactics, pipelines,













