Traffic – I was at the Dodgers game the other might. It was a beautiful evening and the Dodgers won, but I left in the middle of the 8th inning. Why? I wanted to beat the traffic. The Dodgers created a positive experience (the game), but they also created a negative one (the traffic). In my case, I gave up some of the good to lessen the impact of the bad. It might be the same in your business. Where is your “traffic?” What’s keeping people from doing more business with you? I’ve walked out of stores because the checkout lines were too long. I try not to fly a certain airline because it seems every third person they employ is either uncaring, incompetent, or both. Maybe it’s that automated customer service line that you have. Or the fact that when someone calls your company they always have to leave a message and can never talk to a real person. Or maybe it’s the lack of a search tool on your web site. We all try to improve our products and services. We might have just as big an impact if we reduced the amount of “traffic” in our businesses.