Yesterday we posted our second quarter results. It seems that we lost $209M, so I went to see my friend Lehman (he insists that he is not one of the brothers, but I'm not so sure now...), so he could explain to me what that meant. Apparently we sold much more than analysts expected, but we still lost money, because we had to include $222M due to 'restructuring expenses'. It is: severance payments.
The math is easy: 222 - 209 = 13. So, by not firing anyone, we could have spent $13M in advertising and we would have finished the quarter in break even (if not selling much more on account on the adverts). Funny. I then asked Lehman what was next, if we should start shooting in our own feet. He's thinking about it and will send me a memo as soon as possible.