Janice looked at Bill and asked, “Why can’t it be the way it used to be? It was so simple…and fun.” Bill nodded. “We’re not going to let this beat us!” he said. “We need more pro昀椀t, more sales and more customers, right?” Janice, rising to the occasion, replied, “Right, Bill. Let’s take it up a notch!” They dedicated themselves to doing everything they knew to increase sales and pro昀椀t. Janice started pressuring vendors for better pricing and started ordering slightly cheaper product she felt would leave room for a little more pro昀椀t for the store. She put the word out that they were looking for any new product they could sell — anything that could bring in traf昀椀c. Bill increased the commissions he paid salespeople. He even persuaded some salespeople from the competition to jump ship and join them. Advertising was increased even more. They also created a warranty program that was the best in the business. Several months passed… 7