You’re on defense if everything stays the same.  Defense is a sure way to get passed by the competition.  But offense means more marketing, new equipment, etc.,  which means costs.  You have to be in constant improvement mode but going on offense you have to know your numbers, what you can & can’t afford, what the expected return is, etc., or all that new expense can put you out of business.  Fail to plan & you plan to fail.

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