Ground Zero - The center of rapid or intense development or change. - The starting point or most basic level. Pro Audio can be very confusing. Manufacturers and their dealers often cater to "hard-sell" techniques that reach far beyond the scope and true needs of the end user, when both sellers and buyers are actually surrounded by simple and obvious solutions that can dramatically increase mutual satisfaction, profitability and success. Often, we just simply do not see them. Ideas and a range of perspectives for any potential client, need to be acutely perceived, studied, and then tested in relation to their respective needs and goals. Collaborative consultation helps engender the decisions needed for successful implementation. I have always believed in the power of collaboration. You can't develop all the competencies you need fast enough on your own. Furthermore, if you don't collaborate, your ideas will be limited to your own abilities. As a result, you will not be able to serve your clientele and thus will not achieve the anticipated impact. Collaboration is about “team work.” It’s not a cliché, it’s a practical reality. Profit is not the legitimate purpose of my business. The legitimate purpose of my business is to provide products or services that people need and do it so well that it's clearly profitable.