The “it” in this case isn’t the goal of working hard to succeed in the distributor business or even joining forces with other distributors. Ritchey is talking about the measures and programs his company invests in with one objective: assisting HVAC contractors in building and maintaining their own successful businesses.
source https://www.achrnews.com/articles/140181-relationship-skills-examining-the-hvac-distributorcontractor-dynamic
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