“For every complex problem, there is an answer that is clear, simple, and wrong.” – H. L. Mencken If you’ve spent any time in distribution, you’ve probably heard some version of this sentence in a meeting: “Let’s cut the price. We’ll make it up in volume.” It usually shows up after someone points out that sales have softened in a particular product line. The sales team reports that competitors are cheaper. Someone pulls up a few recent quotes that were lost. Heads nod around
