have a moment of wondering. >> sometimes you do look at someone else who is maybe flying more people and you think, gosh, maybe we should just do what they do. >> but then she says, she comes back to her senses. >> you have to think long term because there's a lot of short-term marketing strategies that could change things for you a little bit but then have consequences for you in the long run. >> and knowing that you have a strategy that you're going to stick to gives you time to focus on what this is really all about. >> i enjoyed it. i enjoy it. >> when i walked into diane's cleveland-based store and met her, my first impression was this woman is a spitfire. she's a woman in a male-dominated business, and it was her touch which turned this gun store business around in part by appealing to an underserved demographic. ♪