In this month’s survey, we asked the Brain Squad: Tell us about a business decision so spectacularly wrongheaded you still cringe years later. Here was our favorite story — to be published in the February 2026 edition of INSTORE magazine. A JEWELER IN THE NORTHEAST ran TV ads with a special “Nothing is going to cost you an arm and a leg” sale, and we thought, why not try THAT? So, in a “Crazy Eddie” style of hyped-up delivery, I held up and waved a prosthetic arm and leg while touting that nothing storewide would cost an arm and a leg. We had received numerous calls from individuals and organizations saying it was disrespectful to veterans who suffered war-related injuries and people with serious medical issues.