Both the lead singer of Coldplay and his actress wife take the lumps to stay in the limelight.

FORBES: The Top 3 Haters Of Coldplay's New Song: Twitter Bracket

Second step: They can sign a contract--symbolic, not binding--stipulating that, by a certain age (provided the business is not in financial distress) that they will move on and let the next generation take its lumps.

FORBES: Head Coach

That could take 3, 000 patients--the JAMA study lumps together clinical trials of less than 1, 000 people.

FORBES: Magazine Article

Yet, over the long run, these companies, as you pointed out, take their lumps and can figure out international markets.

FORBES: Netflix: Bull Case Trumps Bear Case For This Stock

The emissions licensing regime, shortening the lifespan of coal-burning power stations, has already begun to take big lumps out of capacity.

BBC: Energy: flicking the dimmer switch

If you are the Chamber of Commerce, the National Rifle Association, Big Oil, or Big Coal, prepare to take your lumps.

FORBES: "Wall-Street-Bonus" Lew to Replace "Tax-Avoider" Geithner at Treasury

You do not go all out and bash lumps out of each other because you often take four or five days to get over the games.

BBC: Josh Lewsey's column