"We had came off a great year – earning big enough bonuses to pay the kids' college fees – when the industry did its usual nosedive. There we were, staring at each other, going through the motions of re–forecasting, but in our hearts we were all thinking, ''What the heck – until prices come up, there's nothing much we can do to turn this thing around. 'Joe had hired a team of consultants, mainly to get the Board off his back, and after a few months of frenzied activity they came hack to us with some targets and a whole list of issues. But we weren 't really engaged. Little did the consultants know, the truth of the matter was that none of us wanted to face what lay below those issues. We just weren't going to change.