And while today, ten years later, they now seem compressed to one short and intense period, at the time, those three years were long and arduous—and wasteful. While we were fighting the inevitable, trying out all sorts of clever marketing approaches, looking for a niche that couldn’t possibly exist in a commodity market, we were wasting time, getting deeper into red ink and ultimately forcing ourselves to take harsher actions to right things when we finally got around to taking action at all.
