I spoke with Robert Finfrock this week. His company, Finfrock Enterprises, is featured in the introduction to my book, Beyond Price, for how it escaped the ruthless construction industry competition. Bob transformed what had become a commoditized business into a one-of-a-kind business selling its services at a premium. The financial and enjoyment returns have been remarkable and enviable. Years after his business model innovation, Bob’s firm finds itself in the toughest macro conditions of its lifetime. (Bob’s firm serves real estate developers and building owners in Orlando, Florida–a market very hard hit by the recent recession). Yet his company is still making money. What about Bob’s industry peers? About 10% of the 275 US plants in his industry have already shut down, unlikely to ever open again. Furthermore, Bob and his team have stayed out of the nasty bid market in which contractors…