Bare Bones Business: Gas prices will not cause sky to fall

The incessant discussion of per-gallon fuel prices has pushed me over the edge.

“I paid $3.59 this morning.”

“You think that’s bad. I tried to fill up at $4.05 and the pump shut off at $100. Couldn’t even fill the tank.”

“The way things are going, the economy is going to crash and the sky will fall.”

Stop already.

Here’s what I think.

1. Fuel should cost a lot of money.

2. I am tired of whining.

I’m a pretty smart chick, but I can’t figure out how fuel is priced. The conspiracy theorist in me believes that there is a monthly conference call, attended by scary, powerful people, who decide the fuel prices. These are the same folks who keep John F. Kennedy and Elvis under lock and key and determine what’s fashionable this season in hemline length.

The realist in me suspects fuel prices are the result of current market forces coupled with corrupt economic and political shenanigans. However, if fuel was traded in a totally free market, it would be very expensive. Clean water would be expensive. These commodities require massive amounts of resources to produce and deliver – ready to go, on tap. We should consume them sparingly. The best way I know to conserve resources: Make using those resources hurt.

Some people live “green,” because they believe in their hearts it is the right thing to do. It would make them sick to throw out a glass bottle. It haunts them to see paper tossed in the trash instead of the recycle bin. My husband is like that. I admire him for it, and he inspires me to be more conservative. When it hurts, however, you will get my full attention.

I think most folks are like me. Sky-high fuel prices will cause people to conserve. I can live with that. We’ll figure it out. We always do.

I’m jumping on the Rev. Will Bowen’s bandwagon. Bowen is a Kansas City preacher who started the purple wristband reminder program to help people quit complaining; check out www.acomplaintfreeworld.org. He had an epiphany one day in the shower. He was worn down by his churchgoers’ trivial complaints – about the weather, the choice of hymns during service, blah, blah, blah. So he asked his flock to take a pledge: Swear off whining, complaining, criticizing, gossiping or using sarcasm for 21 days. As a reminder, those who take the pledge agree to wear a purple, plastic wristband. Should they fall off the wagon, they switch the wristband to the other wrist and start the 21 days over. Almost 6 million people have taken the pledge.

Do we know that the economy will crash (the sky will fall, the earth will melt, the hair will frizz) if fuel prices go to $10 per gallon? People will continue to trade with each other as long as there is any possible way to do that.

As a businessperson, you understand that your customers pay ALL your costs of doing business. Raise your prices, and market your services to folks who are recession-proof. There are folks who will make lots of money through any economic challenge. Find them, and take some of their money in exchange for your wonderful services.

And quit with the whining.

Ellen Rohr is an author and business consultant who offers systems for getting focused and organized, making money and having fun in business. Her latest book is “The Bare Bones Biz Plan.” She can be reached at ellen@barebonesbiz.com.