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By Drive, Inc. on Thursday 15 September 2011.

Once upon a time there was a man (we’ll call him Bill) who decided that he wanted to become a craftsman of fine furniture. Not only did he desire to make it his trade, he wanted to become known as the finest furniture craftsman in the world. To this end, he set out to benchmark the best craftsman in the world. After doing extensive research, he determined exactly who the best furniture craftsman in the world was. This man (we’ll call him Tom) made furniture of incredible quality and durability at a competitive price. What was especially outstanding was that Tom made huge profits, to the point that not only were his products considered the best, but he was also by far the most wealthy furniture craftsman in the world.

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