Those could definitely be non goals. Eg. A company looking to divest certain products or divisions would not be looking to increase revenue. A company looking

Those could definitely be non goals. Eg. A company looking to divest certain products or divisions would not be looking to increase revenue. A company looking to improve margins by eliminating low margin or even money losing products may not seek to improve revenue for a certain year. And the increasing profitability part should be pretty obvious. The vast majority of startups that make it to the HN pages don’t even attempt to make a profit, never mind increasing it.