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Business is not a philosophy class or a smoke filled dorm room in the middle of the night. It's really pretty simple. Do you offer something people want at a price they want to pay? If so, say so. If not, change your price, change your offering, or fold up your tent and go home.

We have been enjoying working with a new brand concept for a few months now. They are great folks (and that is not something you can ever take for granted). But what makes it really enjoyable to work on their business is that they know what they stand for. They are out there on a limb, saying, "people are willing to pay for a really awesome steak!" If they're wrong, well, they are out there on that limb. But if they're right (and it's looking as if they are), they have that limb all to themselves.

Funny, isn't it, that a you can go back about fifty years, and walk down a street in a pedestrian neighborhood in Brooklyn, and bump right smack into a breakthrough 21st century brand concept. Great piece of meat. Knowledgeable, friendly service. Some good stuff to go with it, to round out the meal. Seems like a no-brainer, which is a pretty good indicator that either it has already been done (which does not appear to be the case) or it's a sure winner.

We will see.

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