So where does our bottom line fit into

this? We can't afford to lose these

customers. But we also can't afford to

refund thousands of dollars just to retain

their business.

Making an ethical business decision

doesn't mean that you forget all about

profitability. By continuing to stay in

business and turning a profit, you

advance the interests of multiple

stakeholders $-$ your owners, investors,

employees, customers, and suppliers all

benefit.

Profitability is not one of the factors that