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Why should I consider even bad options as part of a package?

Sometimes it can make sense to include even a “bad” idea in a package of options that overall satisfies your interests well. For example, if you were selling a product and your customer asked for a discount, the concept of the discount–in isolation–would be a bad idea for you. On the other hand, as part of an overall package that might include a huge volume of sales, a firm commitment to buy more in the future, and an accelerated cash payment, that discount might make sense to consider.

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