We don’t get to talk too much about the economy here at Godfrey, but today I want to talk a little about Opportunity Cost. In it’s most basic of definitions Opportunity Cost is “the cost of an alternative that must be forgone in order to pursue a certain action. Put another way, the benefits you could have received by taking an alternative action.” Now that you know what it is, think about everything you have to go through from the time you put the date on the calendar to the moment you are ready to start showing your wears at the trade show. Think of all the time this is spent getting prepared that could be spent in more productive ways.