Maybe one month you send a normal letter.

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Consumers can justify buying one-sixth of a bottle of new perfume each month, but maybe not a whole bottle in one go.

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And you think maybe if you make one pottery bowl a month instead of five that you can charge more because you bowls will be rarer.

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If you accept that the cost of doing business is going up, maybe make sure to order one less orange-mocha-frappuccino a month.

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