“It’s a special day at Bill’s Outerwear! May I help you?” The well- trained receptionist listened to a customer who was calling in response to a 昀氀yer he had received. She continued, “Every item is specially priced, we have special hours — open till 10 every night — and we’ve remodeled the store especially for you, so come on down today. See you soon.” Expectations were high — this was the sale that was going to make or break their year. Bill’s Outerwear sold 昀椀shing supplies, outerwear and umbrellas of all kinds. It was run by a second-generation entrepreneur who over昀氀owed with passion for the business. From the time he was old enough to help his dad run the store, back when it was still in the family’s garage, Bill loved outerwear and loved being in the business. But lately, things hadn’t been going so well. I have the passion and the drive, and I want to do the right things, Bill thought. Why has our business gone so 昀氀at? Maybe this sale will help to turn the tide. 4