Box out, and make room for the strategic moves needed to stay profitable in an inflationary environment. Today we're going to talk about dealing with unpredictable markets and specifically inflationary markets. Specifically, we are going to talk about two options, do nothing, or do something, and then what can you do. If you do nothing about this environment, you are assuming it's transitory, it's going to pass, no big deal. But both material costs as well as labor costs going up. And if you're not doing anything, your prices are remaining the same and you just are going to get caught in the squeeze, the margin is going to shrink, and profit is going to shrink. This is obviously a long-term problem for survivability. If inflation carries on at this rate or increases to the rates, we saw in the early eighties where it was double-digit inflation for extended periods of time. No model, no matter how good your model is, can withstand that without making moves. So there really is no choice but to make moves on both the cost side and the price side. Wages are going up on an ongoing basis. You must be increasing prices. Your cost increases are coming from both labor and materials, so whether labor-dominated or material dominated as a business costs are going up. A 10% price increase can double your organizational profit. Now, in this case, you're probably going to end up spending part of that increase on increased labor costs. It, you know, if you just match inflation for your employees, you're at seven. So your labor costs are going up 7% and you're not actually giving them any real money increase with a 7% raise. It's the same as they used to make. Your material costs are likely to go up by similar numbers, seven, eight, maybe more. There's some, there's sort of two effects going there. There's the underlying cost structure and then there's the scarcity problem that's occurring. You're going to see price increases probably between labor and materials of 7-8% because their labor's going up 7%. And it's a chain. So, if you're not thinking about seven, eight, or 10% price increases you're going to go backward. In other words, your costs are going to go up by more than your prices are going up and you're going to squeeze your margins. In an inflationary environment where everything's going up, a price increase doesn't change your position on the supply-demand curve, it's the same. The whole market shifted 7%, you moved up 7%, and there's no conversation about losing customers. Listen to the podcast for more on running your business in an inflationary market. The elasticity of your pricing. You need to increase prices, but how much is acceptable without risking your customers? How do you analyze the competitive environments? How do you analyze your supplier market? Do you have an economic alternative for your clients? Is this a re-designed product of a new marketing effort of an existing product How capital intense is your business?