OK, so a party of ten enters your restaurant one evening...
"Hello. We have a reservation for ten people at 8pm".
"Sorry sir, I see that there was a reservation in your name but that was last week ... and you and your party didn't show up".
"So?"
"Well, the reservation was for LAST week sir; not this evening".
"Oh well, we were busy last week and couldn't come. But here we are now. Please show us to our table".
"But we don't have a table available sir".
"What?????? But we have a reservation".
"Yes, but for LAST WEEK!"
"So? I'm the same person, this is the same party, you are the same restaurant. What's the problem?"
"Look. I can probably get a table for ten reserved for you on Friday ...."
"That's no good, we're hungry now. What on earth is your problem? Don't you want my business?"
Yes, of course you want his business, but if you don't have a table for ten, well, you don't have a table for ten. You can't conjure one up out of thin air, right?
OK, let's look at another scenario....
"Here. I have the copy for my brochure and I'd like it to be completed by tomorrow".
"I'm sorry, we don't have a designer with a clear schedule until Friday. We DID have your brochure scheduled for last week but you didn't supply the content..."
"Well, never mind that. It's here now. Please make sure that my brochure is ready by tomorrow".
"Look, I can play with the schedule and perhaps, if I can get a designer to work late, I can have it ready for you on Friday ..."
"That's no good. I want it tomorrow. What on earth is your problem? Don't you want my business?"
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