Most people enjoyed watching Manchester United go wrong a couple of seasons ago, just as most onlookers have enjoyed the decline in fortunes of the major chains. At one point, though, I began to feel sorry for Man U, and I’ve got to say the negativity surrounding our great retailers is becoming a bit over the top, too.

Suppliers need to be careful what they wish for - the brand-copying discounters with low shopper choice and low focus on product innovation will be hell to deal with once they have got 30% share. It’s a changing retail environment for sure, so selling must change too. Should we be giving the big four a chance to create a more collaborative approach in the newly shaping market? I say a cautious ‘yes’.

To retailers: you can’t talk your way out of something you behaved your way into. But too many suppliers are wanting regulators to protect them instead of turning the spotlight on their own capability. You’d be amazed at how much of the behaviour you don’t like IS code-compliant.

If a buyer asks for a million quid and a supplier goes and finds the money, hands it over then subsequently goes out of business, let me ask this: did the buyer put them out of business or did the supplier do that to itself? If you think it depends on the level of threat that came with the ask, then just know retailers will always be able to negotiate.

Of course, buyers will always want more - so they will ask for more. They will also threaten. And if you’ve ever said to a decorator: “I’ve got a cheaper quote so if you can’t match it then I won’t use you” or “give me a discount because it’s such a big job” then you are the same. There is a reality here that suppliers seem reluctant to face up to.

Honestly, buyers are taken aback by how many people just say yes to the first thing they ask for. It’s not what they need or expect, it’s just an opening position, yet too many people believe it to be something they can’t say no to and as a result they don’t take a position of their own. Sure, this requires skill and nerve, but that’s just capability.

There are no prizes for being a wallflower - this is the interface you chose for your career: so get good or be forced to get out.