A woman named Dawn met with Joe and had an interesting proposition, “I would like to sell Joe’s umbrellas over the Loudspeaker.” The Loudspeaker was a new invention that allowed people to hear about products anywhere. There were loudspeakers all over town shouting out sale prices on all kinds of products, including umbrellas. At 昀椀rst, Joe thought this was the answer to his problems with Bill. Dawn would sell far more umbrellas than Bill’s Outerwear ever could. But, there were problems. Dawn would also sell his competitors’ umbrellas and Dawn wanted a huge commission — in fact, so much commission that Joe would have to change the way he made umbrellas to break even, let alone make a little money. This scared Joe even more than his problems with Bill. 10