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Constantly focused on what your competitors are doing. and that can be the roller coaster. so i think in a lot of situations, business owners can better benefit themselves by keeping the focus on themselves, what they can control, and giving, you know, the best quality, the best product, the best service possible. >> yeah, and it does sound -- the piece didnt cover this so much. it does sound he concentrates on those two things, service and quality and clearly as we talked about before, he was i...