A Tale of Two Economies
With apologies to Charles Dickens, “It is the best of times and it is the worst of times”. The opening lines of his 1859 novel best describe the economic situation facing businesses today. How with unemployment stuck above 9%, GDP at the lowest levels in decades, with bankruptcies and foreclosures at an all time high could this be in any way “the best of times”? For those with a vision of the future and with confidence and commitment there is an opportunity which has always provided forward looking individuals a unique opportunity. Ordinary people tend to hunker down during difficult times which is why they are….ordinary. Nearly 25% of the Fortune 500 companies were started during economic times more severe than what we are now experiencing and most started in somebody’s garage. It is a time for businesses to discard conventional thinking which encourages preserving capital, cutting back on sales and marketing and generally reducing staff. Certainly there is a need to use resources wisely but you should consider diverting as much as you can to gaining market share. If you are observing the business scene you should be aware of how some the largest corporations are changing their business model to offer new products and services to existing and new customers. TV advertising is at an al time high. These companies know that this is a time to devastate their more vulnerable competitors taking much of their share in anticipation of a recovery which will eventually come. They are trading margin for share knowing that the margins will eventually improve and once they have market share its theirs to keep or lose. Wayne Gretsky” advice of “forget where the puck is and go to where it’s going to be” is still good advice.