The Best of Times and the Worst of Times

Image by waɪ.tiː via Flickr

Written by Karen D. Swim

The opening sentence in Charles Dickens’ A Tale of Two Cities, reads “It was the best of times, it was the worst of times.” That sentence perfectly describes today’s climate.  Our economic correction, downturn, recession or whatever label you choose to apply has echoed around the world.  Even the most optimistic among us is hard pressed to deny that many people have been personally impacted by the crisis.  Yet, as we pick through the rubbage in an effort to rebuild there are nuggets of treasure, opportunities waiting to be plucked.

I have heard from businesses on both sides of the line. Venture funded companies are not spending money which means less work for the companies that serve them.  On the other side of the line are the companies that continue to thrive and may have even increased spending. Somehwere in the middle are those who are in wait and see mode. So what does all of this mean to you?

Now is the time for new ideas and a fresh perspective. Let’s face it some companies will not make it through this time.  They will keep doing things the same way for the same people in the same location hoping that the economy turns around. It will not turn around fast enough and they will be out of business. You can choose to go that route or you can innovate and thrive in spite of the economy.

Money is still being exchanged all around the world. Yes, individuals and companies are more discerning about their purchases but they are spending money.  It’s up to you to deliver what they need, want and desire and to make sure that your messaging is clear, direct and hits them where they live.

This is not merely the time for “good marketing” but critical thinking and problem solving.  What problems are facing your target market? How can your offering(s) help to solve those problems? Taking some time to walk a mile in your customers shoes can give you a fresh perspective.  When you know what they need and offer them solutions in clear, compelling language you can make these the best of times.