The text examines the comparative situation between the Sarangpur ICD, the District Milk Procurement Cooperative and the urban liquid milk scheme which provides the market. The case shows, in action, the communications between the PO, his parallel officers in the cooperative and the urban liquid milk scheme and how each organization perceives the problem of procurement differently. The case illustrates some of the reasons as to why different organizations perceive problems differently and work at cross purposes defeating the goals of their own organizations.