For ages they had been 昀椀ghting and posturing over how much money they could make off each other’s efforts and forgot to pay attention to the only reason they both could be in business — The Customer. In fact, they couldn’t come up with a good reason why the customer would rather buy from them than from the Loudspeaker. Was it too late to keep things like they were? Yes. But, was there still time to do something that would make both Joe’s Umbrellas pro昀椀table and Bill’s Outerwear a success? Maybe. 13