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... company has made them enjoyable. Without question, the donut, a product that historically borne the label of sinker' because it was heavy, ' has been made light, airy, and even healthier by having fun with it. People flock to fun! This may be one reason why there are traffic jams around Dunkin' Donut shops between 7:30 and 8:30 a.m. every day. Fun is serious business. With annual sales pushing toward the $100 million mark, Gerald Elovitz, a.k.a. Jerry Ellis, has created a highly profitable business out of insurance salvage by selling good stuff cheap. For more than a decade, New Englanders searching for a bargain have flocked to his Building #19 stores (the first location was actually Building #19 in a World War II shipyard) . This adroit, tightfisted, shrewd, and extremely funny businessman has capitalized on the fact that customers get excited and buy if they're having a good time within a store that is serious about having fun. 5. Get realistic about your organization. It's important to look big if you're in business. Such nonsense just proves that repeating an idea often enough gives it a life of its own. Little businesses try to look bigger; so do the bigger and even the biggest companies. Bigger than big seems to be the goal, since an extraordinary amount of energy is spent doing nothing more than blowing up the corporate balloon! To drain a business' energy into such nonproductive activity is horribly wasteful-and harmful. It isn't the customer who's concerned about the size of the business. It's the ...