The long slippery slide into the deep dark murky valley has been hugely testing.
We were ill equipped.
Assuming we have hit the bottom, we are all a little numb, confused and dizzy.
But, there is a time to get up and a time to march on.
But beware!

Every day I meet people who tell me about the next ‘boom’.
I’m impressed at their crystal gazing rose tinted lenses.
I’m impressed at their certainty.
I’m impressed by their confidence.

You see, I don’t necessarily agree.

A bust often follows a boom.
It does not follow that a boom will follow a bust.

This may just be the new norm, the cleansing of a greedy past.
This may be our new future.
This may be how it will be.

Think about it.
If you have suddenly discovered your favourite wine elsewhere at half the price.
If you discovered you can clean your own car.
If you know it’s not bad doing your own ironing
If you can now mow your own lawn.
And, if you can buy your favourite treat cheaper than before.
I have one question for you;

“Who says this bust will be followed by a boom?”

On second thoughts, a second (perhaps better) question;

“Have you a plan to cope with the present being the new future?”

It’s easy to be charming in a boom.
It’s a little dangerous in a recession.
Unless of course you back it up.

In a boom, money can be thrown at many problems.
When it’s plentiful most will afford to let some go to waste.

In a recession, nobody can afford waste but they can use charm.

Charm without substance is a dangerous trap.
Charm as a smokescreen is even worse.

The moral?
In a recession, never believe charm alone.
Enjoy the charm but write the contract.

Those that will are sincere and the charm is true.
Those that won’t
Well, you judge, you choose.

A business is defined by its customers.
A little like your friends, they reflect who you are.

A recession changes the Status Quo.
It also changes how people react.
Those reactions might leave scars.

Any business must know who it is targeting.
If the answer is “Everybody” prepare the lifeboats.

Just as you are not for ‘everybody’ so too your business.

If you have a precious product, limit its exposure (otherwise it’s not precious).
If you add value, don’t divide it equally to all the world.
If you are unique, find customers who value unique.

If you say ‘Yes’ to everyone they will eventually say ‘No’ to you.
If you are good at what you do, match that to likeminded customers.

If you work with angry, cheap, bitter customers, how long before it shows?
When it shows, how long before good guys say ‘No’?

You have changed.
Your market has changed.
You have a choice.
Be careful who you choose.

Depending on your selection, I’m with you or I’m not.

The old song said “Silence is golden”.
It sure is.
It’s also powerful, very powerful.

In sales and marketing, sometimes less is more.
Sometimes what you don’t say should spring from what you don’t need to say.
Sometimes you need to let who you are speak for itself.

Silence is a measure of confidence.
Silence proves listening and attention.
Silence can put you in command.
Silence can be staggeringly effective.

Think of great listening leaders.
Now think of nonstop sales talk.

Which do you want to be?

Silence will do the opposite of all your instincts.
Silence will draw attention

Three words.
One meaning.
Which is?

You guessed it.

Nothing can damage your brand as much as these 3 words.
It’s not just about food being past its sell by date.
Not even about Christmas lights that are still lazing late on your window.
Or signs of events already gone by.
Nor latest news that’s far from new.

Out Of Date can also apply to your methods, teaching, thinking and business.
It can apply to your web, your marketing and your message.

Worse still, it can apply to your attitude, behaviour and even your people.

If you are out of date you are probably also out of time.

This country is running out of money.
The Opposition keep crying “Bad idea”.
Some Dreamers keep asking for “More money”.
But worst of all, some ‘Leaders’ are misbehaving.

Leadership is a combination of many qualities.
Integrity, Vision, Listening, Learning and Doing The Right Thing.

Did I say “Doing The Right Thing”?

The Union Leaders did not get their way in the Budget discussions.
The Government could not give what does not exist.
The Unions threw toys and threats everywhere.
Furrowed brows, somber tones darkened their commentary.

They retreated to plan their ‘next move’
It came as no surprise.
It was the inevitable call to action, strike action.

If your Leader is about to lead you over the edge, will you follow?
If your leader is not really doing what is right for your country, will you follow?

More importantly, if your union leader is not doing what is right for you, will you still follow.

When strikes are over, our reputation internationally flawed and our coffers empty ask yourself just one question.

“When you lose your job because industry was blocked, will your leader be out of work just like you?”

Somehow unlikely.
It’s easy to throw stones, sacrifice others and look brave ……. From the comfort of a big leather chair.

Tread carefully. Decide wisely.
Sometimes appointed leaders turn out to be flawed thinkers.

When the seas are calm and the sun shines, courage is tucked away.
When it gets stormy, scary and sinister, courage comes to the fore.

Courage becomes a necessary part of our decisions.
Courage will test our thinking.

Like a little voice it will ask us to do the opposite.
How we listen determines our action.
Our action maps our future.

When business is tough ‘no’ might just be the hardest word.
It might also be the best.

As Charles Dubois said;
“The important thing is this: To be able at any moment to sacrifice what we are for what we could become.”

When the trees are full of rich ripe fruit it’s easy to be wasteful.
When the harvest fails, it’s easy to see the folly of waste.

A recession has lots of good parts.
Like, what did you rediscover?

What looked empty can seem full.
What looked worn can seem perfect.
What we thought might be useless becomes useful.

Think not of what you have not.
Think about what you have.

Better still, kick start, reinvent and refurbish those ‘old’ things.
Life, Part 2, can be far more rewarding …. Even in a pair of once loved shoes.

Big gestures.
Huge cheques.
A donation twice as much as your annual earnings.
Dramatic outlandish bids.
Unreal flash money.

In conversation with my dad, he said this;

“Charity is not how much you give but what’s left.”

When a business wants your business desperation might just creep in.
It is the death rattle of any business.

The huge adverts promised wonderful attractive rates.
It was a well laid and honey pot trap.
The price was paradise and the promise perfect.

It did its job, it made you call.

Sadly, great marketing may just come unstuck by disconnected disinterested humans.
Ideas finely crafted on high need to descend seamlessly to the front line or even the front desk.

“Sorry Sir, that price is only on special occasions, in a leap year and once in a blue moon.”

Like all well laid traps it caught its quarry.
Thing is, the quarry escaped.
He also knows what to avoid the next time he hears the seductive calling.

Tread carefully, avoid thinly disguised traps and know that people who try to snare are on their final legs.