Mauricio closed the door of his small shop at eight in the evening, as he did every day. He had spent the entire day offering products, answering questions, and testing discounts in an effort to persuade customers who, for the most part, ended up leaving without buying anything. For six months, he had invested his savings, time, and energy in that store. He had also borrowed money, reduced his personal expenses, and postponed several courses from the degree program he attended at night. Yet sales remained too low to cover the rent, utilities, and payments owed to suppliers.
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