http://blog.inc.com/franchise/ Veteran reporter Robb Mandelbaum writes about the big issues that affect entrepreneurs, especially as they relate to the 2008 presidential campaign. Read full bio en-us 2006-10-06T14:45:02-05:00 hourly 1 2000-01-01T12:00+00:00 http://blog.inc.com/franchise/2006/10/the_five_fundamentals_of_busin.html How can you make it through the rough patch that even the most successful companies eventually hit? Start preparing while the good times are still rolling. When I tell people that I'm in the ice cream business, here's what happens: they usually get a big smile on their faces and they say something about how much they love Cold Stone Creamery, and how great it must be to work in such a fun business. And I always smile in return and say something like, "Yes, it is, and I'm glad you love Cold Stone." I mean every word of it. Working in the ice cream business is great. But make no mistake -- it is still a business and it is still work. The minute any of us, either at Creamery Headquarters or in our stores, forget that fact, it will be the instant we lose our perspective on the realities of what it takes to stay successful. And that goes for any franchising professional, whether he or she is in the pizza business or the dry-cleaning business. We are all in business, and with it come the good times and the challenging ones. 2319@http://blog.inc.com/franchise/ 2006-10-06T14:45:02-05:00