When you look at a world map, something strange happens: Greenland looks enormous.
In fact, it often appears as big as Africa or Australia. But here’s the truth: Australia is more than three times larger than Greenland, and Africa is more than 14 times larger.

This isn’t because cartographers are lying to us. It’s because of the Mercator Projection — the way a round Earth gets stretched onto flat paper. The further you move from the equator, the more land looks distorted. Greenland gets stretched, while countries around the equator shrink.

That’s the illusion.

Illusion vs. Lie

It’s important to distinguish between an illusion and a lie:

  • An illusion isn’t created to trick you. It’s just how information is presented, like the Mercator map.

  • A lie is intentional. Someone knows the truth but chooses to hide or twist it.

When we mistake illusions for reality, we make decisions based on false assumptions.

Business Has Its Own Mercator Projection

The same thing happens in business every single day.

The “Greenland” of business is revenue.
On the surface, it looks huge. Owners brag about “turning over a million dollars a year.” The expensive car, the big office, the social media presence — they all reinforce the illusion of size.

But just like Greenland on the map, the reality is different.
Profit — not revenue — shows the true size of a business. And in many cases, profits are far smaller than they appear.

I’ve seen business owners genuinely surprised to discover that after salaries, rent, marketing, and overhead, their “million-dollar” business barely makes a cent. The illusion of revenue distorted their view, and they didn’t realize the real picture until it was too late.

Why We Fall for the Illusion

We love big numbers. They’re simple, easy to understand, and impressive to talk about. But big doesn’t always mean better.

Just like maps make Greenland look bigger for the sake of easier navigation, revenue is often used as a shorthand measure of success. The problem is, when you mistake that illusion for the truth, you might steer your business in the wrong direction.

Lessons from the Greenland Illusion

So, how can business owners avoid falling for illusions?

  1. Look Beyond Revenue. Always ask: “What’s the profit margin?”

  2. Track Cash Flow. Revenue doesn’t pay the bills — cash flow does.

  3. Question Appearances. That competitor driving the luxury car may be drowning in debt.

  4. Measure What Matters. Long-term sustainability, not short-term vanity metrics, should guide decisions.

Closing Thought

Maps distort reality. Business numbers can too.
The trick is knowing when you’re looking at an illusion — and not mistaking it for the truth.

Because in the end, it’s not the size of Greenland on the map that matters.
It’s the size of Australia in reality.
And in business, it’s not the revenue you brag about — it’s the profit you keep.