I must admit you are quit frusterating to exchange with as you either do not read, misintrepret, or don't understand what I am saying. I will admit that posting online is not always the best way to exchange ideas or debate. However, let me give it one more go.
1. A company needs to break-even at the very least, otherwise it will go out of business. I am sure we all agree on that.
2. Hiring someone, spending money on marketing, expanding a business, any type of business investment one must way the productive value which can be measured in revenues and/or profits - is an important fact. Again - I think we can all agree.
3. Margins are a very easy and traditional way to determine how much you are making if one divides the net profits by the revenue. Again simple math.
I think we can all agree that IF margins are shrinking then something is wrong, but what? There are many factors, but let's keep this simple.
1. Revenue/sales are decliningig (Demand falling)
2. Costs are rising.
However, there is something else that can occur.
Revenues/sales could be increasing, but costs could be out pacing revenues.
Using margins is a risk metrics for making a business decision on costs. We take risks all the time, but the risk needs to be measured and calculated. You don't spend and hire just because demand is up, it is really not that simple, yet I wish it was.
If someone tells me that I just made $1 million dollars in profit, the first question is what MARGINS are we running. Because if I made $1 million dollars on $200 million in revenue, I certainly would NOT be happy investor, business owner, or employee.
Frankly profits don't mean squat if you don't know what margin you are running.
You talk about measuring risk and investing and taking risk. Sure, but HOW do you measure that risk? You measure it based on costs vs. revenue (or projected revenue). It's called margins. Everything is margins... it is the simple math calculation that we use all the time to determine risk, returns, and differences. Buy a bond you measure risk by using MARGIN (called yield). Buy a rental property and you are measuring rent vs. taxes and up keep to determine your MARGIN. Buy stock on margin, and you are looking at a rate of return on borrowed money. Every business looks at margins to determine risk, profits, investments.
I don't know how to respond if you completely dismiss productivity and levels of productivity as a function of business. Either you believe that productivity levels are important or your don't. However in all my years of business and economics, I don't know anyone on any-side of the economic or business spectrum that would dismiss productivity levels as "utter nonsense". I just don't know what to say...perhaps you have a better theory and if you can describe something that works better, I am humble enough to concede. However, until then productivity levels are the essence of determining margin efficiency, or in simple terms HOW MUCH PROFIT ARE YOU GOING TO MAKE.
Profits mean little if you can't determine the margins for generating that profit. It is NOT good business.