Soon Bill’s Chief Financial Of昀椀cer came to him and said that it was obvious that Joe’s umbrellas were becoming too expensive. “With these prices, our customers will soon be looking elsewhere for their umbrellas.” Bill, being a loyal person, said, “I can’t turn my back on Joe; he’s been good to me.” The CFO had an answer, “Let’s sell all brands of umbrellas, including competitors of Joe’s.” Not wanting to hurt Joe’s feelings, he didn’t tell Joe and went along with the CFO’s idea. As time went on, the people that Joe and Bill chose to handle their relationship were reassigned, 昀椀red or had quit. Joe and Bill hardly ever saw each other, but they did have a relationship — a strained one. Joe was convinced that Bill was disloyal because he sold any umbrella the customer asked for — even ones that Joe didn’t make. 8