“It would be stupid to turn away any bookings when I’m struggling to make budget.”
Focus constantly updates the opportunity cost of selling a spot in a given programme. For example, you might be considering taking $6,500 for a spot, but would this make sense if it meant you were turning away $7,350? ($7,350 being the expected future value of the same spot).
If you multiply the difference ($850 or 13%) over every spot you sell, you can see how Focus increases your revenue by a few percent here and a few percent there, ultimately adding millions in additional profit every year.