It sounds a bit like a nightmare, you go to bed and when you wake up your business is gone. I don’t mean gone in the sense of a fire, flood or earthquake. What I mean is that your business disappeared because there’s no demand. It might seem far-fetched, but when you think about it you can really see it all around you. Let’s take an example that played out over the last 20 years or so. Of course, 20 years is not overnight but bear with me while I explain.