Picture this: Four customers walk into a wholesale lighting store at the same time. They all want to buy hundreds of dollars worth of fixtures and fittings for different buildings that are under construction and renovation. The sole salesperson is, not surprisingly, suddenly overwhelmed. So, instead of helping the customers, he gives each a large catalog, an order form and a pen. He says they should leaf through the pages, fill in their requirements and leave the orders on the reception desk; he will deal with them later.
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