

Because you can’t dismiss 30% of a population. They need to at least partially be taken along, just because they’re too many to just declare war on.
Let’s declare war on a more manageable percentage and definitely without compromising core values. So we gotta pierce the bubble of the misinformed, but defeat the ones who misinform out of malice and self interest.

You don’t sell the same amount of product when you have to increase the price. You may need to shrink your business to not get the remaining margin getting eaten up by operational costs.