In every recession, abundant opportunities are inherently rife. To simply believe that this is a generic time to step off of the playing field to warm benches or take a seat in the spectator stands, in the hopes of emerging once again to readily have a shot at winning the game is illogical. Businesses, and customers, do not stop making decisions—they’re just more discerning during volatile economic climates. But make no mistake, if you choose to stop vying for customer attention, the world will move ahead without you.
This is your time to vault in front of your competition, to earn rapid and sweeping visibility, for a fraction of the time and money that was required to excel during the “good days.”
Your rivals are retreating right now, so what are you going to do about it?
Chinese military strategist Sun Tzu advised in The Art of War:
When weak, feign strength…Attack him [your enemy] where he is unprepared, appear where you are not expected