UNCOMMON CENTS 53

WHAT DID PETER DRUCKER, THE FINANCIAL GURU, MEAN WHEN HE ADVISED, "DON'T SOLVE PROBLEMS, PURSUE OPPORTUNITIES?" ANSWER: WITHOUT DWELLING UPON THE QUESTIONABLE INTELLIGENCE OF THE MASSES WHO PROVIDE YOU WITH THE OPPORTUNITY TO DINE WITH THE ELITE, PROCEED TO MAKE THE MONEY. TWO EXAMPLES SUFFICE. AUTOMOBILES FUELED BY ALTERNATIVE ENERGY SOURCES ARE A FEEL GOOD FAD. THE ENVIRONMENTALISTS, SCIENTISTS AND ECONOMISTS KNOW IT IS A LOSING FINANCIAL PROPOSITION BUT GOVERNMENT SUBSIDIES WILL PROP UP THE CAUSE. THE AUTO INDUSTRY, HOWEVER, SHOULD SEE THE GOLDEN GOOSE. IF THE PUBLIC PERCEIVES THE GAS ENGINE AS EVIL AND IS WILLING TO PAY FOR AN ALTERNATIVE WITH THEIR TIME AND SQUANDERED MONEY, WHY SHOULD THE MANUFACTURERS NOT TAKE ADVANTAGE OF THIS OPPORTUNITY? AMERICA'S ENERGY DEPENDENCE WILL NOT BE SOLVED BY ELECTRIC, ETHANOL, HYDROGEN OR SOLAR POWER DRIVEN CARS, BUT WHY SHOULD THE AUTO MAKERS CARE IF CAN THEY BOOST THEIR BOTTOM LINES AND THEIR STOCK PRICES FOR THEIR SHAREHOLDERS? AGAIN, ANOTHER GOURMET COFFEE FRANCHISE APPEARS ON THE HORIZON. IT TOO WILL SELL AN IMAGE AND FEEL-GOOD EXPERIENCE. IT MARKETS LATTE WITH A DOUBLE SHOT OF ESPRESSO FOR $3.25 AND A FRAPPE WITH 4 SHOTS FOR $5.00. IF THE YUPPIE PUBLIC FALLS FOR THIS SEDUCTION, WHY SHOULD THIS BUSINESS NOT REAP THE REWARDS?

UNFORTUNATELY, PETER DRUCKER ONLY HANDS OUT FINANCIAL ADVICE TO COMPANIES WHO WISH TO PROFIT. TO SAVE AND INVEST YOUR MONEY, YOU MUST ORIENT YOUR THINKING TO TAKE ADVANTAGE OF COST-CUTTING OPPORTUNITIES. THE ELECTRIC CAR WON'T DO IT; A SLIGHTLY USED VEHICLE WILL. AT $12,000 AS OPPOSED TO $30,000 AUTOMOTIVE TRANSPORTATION STILL REPRESENTS A TRIP FROM A TO B. THE $5.00 JAVA FIX RELEGATED TO ONCE A YEAR COULD SAVE YOU $225.00 IF YOU USUALLY IMBIBE ONCE A WEEK. AT $.10 FOR A MORNING CUP, BREAKFAST STILL REPRESENTS A PLEASANT START TO YOUR DAY.

HINT: RESOLVE TO FIND OPPORTUNITIES TO SAVE MONEY AND THE PROBLEM OF YOUR FUTURE WILL BE SOLVED.