Everything in business (and nature) operates in cycles. Ups and downs, ebb and flow. Experienced business leaders know this and adjust their thinking and actions to adapt.

Here’s what to do…
get some big Post-it notes and a Sharpie pen. Write on one, “From crisis comes opportunity” and stick it on the edge of your computer monitor where you can see it every day.

Yes, by all indicators, the U.S. economy is not doing so well. And in some companies, the first thing the CFO will suggest is to cut marketing and advertising dollars to counteract sliding profits. However, that could be a big mistake. There are unique opportunities that exist in any economic situation. It’s simply a matter of adjusting your marketing plan to changes in consumer buying decisions, and understanding which medium will carry your message most effectively.