The case study shows that Ms$.$ Ferguson was not interested in comparing her clinic to others in the area when determining how to increase revenue. Why might this have been a good idea to do anyway? The clinic brainstormed on how to increase revenue while keeping overhead costs low. They brainstormed and decided to include certain cosmetic and massage treatments, which ultimately failed to increase income. How might have interviewing current patients about this proposed change stopped them from making this change? How might Caring for Women have avoided closing in the first place by employing effective budgeting from the very beginning of operations?