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Something Different

Just because it ain't broke don't mean it can't be better.

This story appears in the February 2000 issue of Entrepreneur. Subscribe »

Most conventional marketing wisdom emphasizes the importance of setting goals for your business and working tire-lessly toward them. However, it's sometimes just as important to change course when opportunities arise.

Stephanie West, owner of marketing and graphic design firm, West + Associa-tes, found that after 20 years, her McLean, Virginia, firm had developed cyclical workload syndrome. A high volume of product launches, special promotions and other short-term gigs meant her staff experienced a series of crunch times followed by slow periods.

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