Here’s a story my grandfather told me one day when I was fretting over the competition cutting its prices:

“A business owner, who was 98, lay dying in his bed when the image of God appeared before him and said to the old man, “Jacob, you have been a good, honorable man all your life. You have never cheated nor taken advantage of anyone. You have always been more than generous in giving to your community, so before you come to heaven is there anything you would like me to tell you, anything you would like to know?” 

Jacob though for a bit and said to God, “No, God, there is nothing.” God replied, “There is nothing you would like to know, perhaps what the future holds for your grandchildren and great grandchildren, or the future of mankind? Jacob thought and said, “Yes, there is one thing I have always wanted to know: What is the lowest price?”

God thought for a moment and replied, “I don’t know. As long as businesses are willing to cut prices and others are willing to follow their leads to make the sale, prices will keep getting lower and lower.” 

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