So Joe never anticipated the possibility of future competition? His entire business model hinged on being the only game in town?
This is why I have deep reservations about labeling failure an "unexpected outcome". There is a world of difference between an "unexpected outcome" and an "outcome that I didn't expect". The former absolves business owners of all responsibility as they point their finger at government, banks, suppliers, customers, God, or whoever else is convenient to blame.
Obviously we can't anticipate every possible outcome, let alone predict whether and when they might materialise. However, the scope of expectation for many business owners (especially start ups) is embarrassingly narrow.
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