this post. Andrew Winston has an interesting post about asking customers to use less of your product. So you're in the printing business: ask your customers to print less. Or you sell hamburgers or books, ask them to buy less. Thinking in this way can open you up to new opportunities and business. Sometimes you are forced to think this way.
Let's make this concrete. If you were a printing company, would you advise your employees to add a footer to every email saying: Please don't print out this email!
Of course many would say: Hey, but this would cannibalize my business! True, but as the above-mentioned article says: It's better to do it yourself, than that someone else is doing it to you.
I think we can also flip this challenge to ourselves. Think about what you would do if your customer (member of family, friend or client) would use less of your product/service. What would you do?