Cutting expenses might seem like a sign of trouble, but it doesn’t have to be. Even the most profitable business can benefit from a long, hard look at how it spends and where it can rein in expenses.That’s only one side of the equation, though. The other side is determining where you might profitably spend more – and the right decision there can be just as important to your long-term success.Of course, each of those choices sooner or later brings on what I call the Goldilocks moment: You don’t want to spend too much, and you don’t want to spend
