In this non-traditional booklet, Mr. Hillstrom explains a process he uses to evaluate business health - equating net sales changes and profit rate changes to a won/lost record for an NFL Football Team. Using this methodology, Mr. Hillstrom explains how he leverages customer data to understand potential customer performance and merchandise performance issues. The outcomes are used to set goals, objectives, and bonus payments for employees to ensure that all employees begin the business rebuilding process on the same page. Instead of communicating via obtuse profit and loss data, Mr. Hillstrom shows how improvements lead to "wins", resulting in a brand that makes the "playoffs" and then achieves "championship" performance.