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Brett was somewhat disturbed with my observations about his dilemma.

“I don’t think you are being fair,” he said. “You know the market is tight and you know we are out there doing our best to drum up sales.”

“Do you have a competitor that is already out of business?” I asked.

“Not one, we lost three competitors almost nine months ago. The market wasn’t even nearly as tight as it is now. They just couldn’t sustain it.”

“If you ran into one of them in the grocery store and asked them why they went out, what would they say?”

“Well, they would blame it on the market,” Brett replied.

“Yes. And everyone would believe them and feel some empathy for them. It is a perfectly plausible excuse. Your former competitors chose to live with the problem, and whine and complain about it, rather than make the changes necessary to get a different result.” -TF