Last month I wrote about the DTC, Gareth Penney, and control. In the past 30 days, control has been a frequent topic of conversation, newspaper articles, and in a novel I'm reading. The author quotes John D. Rockefeller as having said, "I'm not interested in ownership. I'm interested in control." In the military, the question is who controls the geography. Who controls the battle? Who controls the situation? In Iraq, this is a 24/7 media discussion. In U.S. politics, the question is who controls the House? The Senate? The White House? In business, we focus on market share and who controls the market. Who dictates the terms of competition? This is especially true in the diamond community today. The question of how control is achieved is a question of applying resources—ideas and money—to an opportunity. The mother's milk of politics is money. We hear about how much candidates rais

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