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For most companies this economy is raising lots of concerns and rightly so.  Along with the silent majority, I share the optimism that we are experiencing a market correction, masquerading as a recession.  Anytime you hear the word greed in play, a correction will ultimately be required.

Unfortunately greed is never a victimless sin (note I didn’t say ‘crime’ as there is a much higher price to pay).  Someone always pays the price, and this time it is significant enough that an entire nation has felt the blunt of the blow.

Regardless of  doom and gloom everywhere you look, the economy is still alive and breathing.  Someone, somewhere, right now, is buying from someone else.  That’s a fact.  Those who maintain during difficult times are the ones who are well positioned in the marketplace.  Now is the time to spend dollars on market exposure.  BUT, don’t waste your time and money if you are not well positioned, so the market will pay attention.  This means proving you are…

1. UNIQUE  from the alternatives!   What makes your products and services special?  How are you differentiated?  What can only you accomplish that few others, without your collective of resources and expertise provide?
2. COMMUNICATING your accomplishments!   Customers want to see demonstrated results that they can measure their expectations by.  Are you telling your story in the marketplace?  The age-old human tradition of storytelling is more relative than ever before.  And the best are repeated over and over again.
3. ESTABLISHED for the long term!   Consumers are attracted to winners.  Is your sustainability evident to others?  How may financial institutions are now being questioned solely on the basis of sustainability?  What are you doing to offset any concerns in your market?  Often overlooked, sustainability will evermore prove to be the greatest ’symbol of significance’ that most brands struggle to overcome.  (e.g. Apple, circa 1992)

When you are uncertain about your market, it’s time to examine your market-ing.   Unsophisticated companies tend to place blame on what they believe to be the  obvious, sophisticated companies realize they are the obvious.  Be proactive and prevent borrowing against your future to simply survive today.  Instead, invest today for your future.

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