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Owners in these companies seem to be content with the status quo. Maybe they are making enough money personally, or the business has become financially stable and "comfortable" to manage, for now. They have spent a few years working hard to build the business, and now it is time to "reap the rewards of all the hard work." Whatever the reason, these owners have lost the will to fight. The problem with this habit or way of thinking is not that the business is performing poorly, but that there are so many missed opportunities to strengthen and grow the company. For example, could a new prospecting offer lower customer acquisition costs? Do new computer aided list segmentation techniques enable you to reduce circulation without reducing sales? What impact would an additional house file mailing have on your bottom line? Every owner of a catalog company owes it to himself to challenge old assumptions and beliefs, and to look for new ways to grow their business. Take a hard look at how you make key marketing decisions. Get a second opinion before you commit money to a marketing project. Test new ideas -- breakthrough ideas. Get out of your comfort zone. Use a catalog professional to brainstorm new ideas. A little healthy debate can create some very positive changes.

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