Think about your customer for a minute. What is his or her scarcest commodity? There’s a good chance it’s time. So here are three big questions for your business. First, is there any part of your process that costs your customer too much time? (Hint: the answer is almost always “yes.”) If so, how can you speed things up? Second, does your product or service, or the way you deliver it, save your customer time? If not, how can you change that? Third, if the answers to the first two questions could increase your profitability by 10%, would that help you make the changes you need to make? Maybe it’s time to do the math.