Kevin Costner

The “If you build it, they will come” approach may have worked for Kevin Costner, but it’s bad business advice for in-plants, believes Dwayne Magee, director of Messiah College Press in Grantham, Pa. He prefers “the Goldi-locks philosophy”—not too big, not too small, just right. In today’s unpredictable economy, if current volumes can’t justify it, he advises, forget it.