ABSTRACT
As the old saying goes: If you don't bet, you can't win. But to bet, you've got to have the bucks (or the credit line) to take the risk. To have that luxury, you have to be profitable. To be profitable, you have to charge what the market will bear. Otherwise you have to retreat from opportunities, accept the fact that you are an “also ran,” and settle in with the average people who just want to keep their head above water and stay alive. No growth, no leadership in your market niche, no nothing. What a drag!
