One of the earliest lessons you learn running a business is that you can’t control sales, but you can control costs. When times are tough, there is an instinctive reaction to reduce overheads, so that you can maintain profits if revenue dips. While that’s a fairly simple principle, deciding which costs to cut can be rather more challenging. Some choices are simple; for example, if you stop paying rent you’ll be evicted, so savings will need to be made elsewhere…
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