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PRICING & ECONOMY
…IN BUSINESS, MONEY

IS “ONLY” IN FIRST PLACE

Difficult times call for new approaches We are winemakers, we know how to make
but some rules remain fixed and unchan- and sell wine. It‘s our whole life!
ged or at least should remain so. Several re- Many years ago, a Polish rally legend So-
spondents have already called for you not to bieslaw Zasada (by the way, he is a Merce-
cut the already partially broken branch from des dealer and one of the largest Polish wine
under yourself. Why spoil the prices? sellers today) started organizing racing cour-
When everyone reduces prices, everyone lo- ses and eventually published a book about
ses together while no one makes any money. it. And the crucial question that all attendees
Well, actually yes, the customer but they will had to answer was: „What exactly are you doing
take it for granted. „Wine is cheaper, fine,“ they when you are approaching a sharp right turn on
will say to themselves. And that is only if your a slippery surface and when exactly?“ Each of
discount does not end up in the bottomless them was able to drive through it but only a
accounting of sales chains and wholesalers. few of them were able to answer when they
There are things we do as a matter of cour- downshift, whether they brake using their left
se. It is like when a car skids. We know what to or right foot, or whether they change them,
do when it starts to slide. We are racers! when they move the steering wheel to the left
and when they apply a strong counter-move-
ment. This is exactly what Sobek taught them.
All of those who attended the course alrea-
dy had a couple of rallies behind them and
they really knew how to drive. They were even
better after the course.

Mrs. Soňa Španielová, a great professor of
finance and economics, will be your rally co-
ach for a while. You probably know the things
she will remind you of when it comes to the very
basics but sometimes it‘s good to give what
we normally do the right name and remem-
ber which foot we use to brake and when we
press the gas pedal. ƅ

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