eric shurnberg is the editor-in-chief of, inc., and the founder of predictable success, an incubation success company, and also the author of "synejist" written by our guest les mckeown. >> if a big one of your costs is fuel, you are in trouble. the fuel costs rise on a global market and nothing that you can do about it, and nothing that a president can even do about it. you turn to a couple of solutions. one of them that i like is technology. use root optization software to cut down the miles that the truck has to go. there are lots of software programs and some key to small routes like ice delivery or flower delivery would be route savvy, and c2 logics and op ti time to make sure that you get to all of the places that you need to go with the business with the fewest miles. >> what about the idea of let's say the idea of passing the cost along and the woman from the florist said they want to be fair, but they are not fair to themselves by eating the costs, so at what point do you pass it on and do it in a way that does not lose you business? >> well, the least effective way, but it i