In one company, the desire to maximize the investment was primary, but they could never get product to the customer. They had almost a month’s worth of production past due, but they were efficient! In effect, they were saying to their customers, “Sorry, we can’t deliver right now; we’re being efficient.” In another company, they deliberately suboptimized the investment to maximize service (to get sales growth). This was done because, ultimately, the constraint was in the market (as it always is) and it did not matter how good they were in the plant if they did not have product in the warehouse to sell.