Have You Been a Brain Surgeon Or even a Plastic Surgeon?

Many companies are still struggling with the consequences of the economic downturn, global economic crisis... I believe we're also permitted to say 'recession' now, aren't we?Most of it is bad news, obviously, because bad news sells. But some of it is good news, indicating that some individuals are doing well despite the recession.I 've got a different view.It is not about doing well despite a downturn. It's not about being more tough, or having more in reserve, or moving through the a down economy, or 'recession proofing' your business.Do not recession evidence your business. That's for large enterprises, who're major, gradual, sluggish and struggle to keep up. Recessions provide great possibilities for small enterprises, who're intelligent, nimble, agile and could change. It's survival of the economic fittest.Here's the main element question: What problem are you solving?Recessions aren't detrimental to everybody. Yes, a large amount of people are in pain, but when you can help ease that pain, you will do well.Doctors are in high demand when there's an ailment outbreak. Fire-fighters come in high demand if you find a bushfire. Business owners, specialists, experts and thought leaders who really understand their customers' problems are in high demand in a recession.( I laugh when I hear colleagues say, 'I will not take part in this downturn.' That is like a firefighter expressing, 'I refuse to participate in this bushfire'! )So what is changed?The stability has changed.In difficult times, people are mindful, thorough, defensive and spend their money on security, protection, making guarantee and healing their pain.In good times, people have money to spend, and spend it on development, luxuries, nice-to-haves and spoiling themselves.So are you a brain surgeon or a plastic surgeon?They equally solve problems, but they're different problems, and they match different times.Plastic physicians succeed in good times, when people need to feel good and can afford to cover it.Brain surgery, on another hand, isn't usually a discretionary spend. You get it when you need it, and if you need it you'll purchase it. And you'll pay for the very best (I wonder if anybody's ever said, 'Help - get me the least expensive brain surgeon you can find!' ).If you are performing plastic surgery - for instance, a light, deep, exciting products or services - think carefully about whether this really is sustainable today. It's still as effective as it ever was, but is it still as valuable?Now is time to become a brain surgeon. Comprehend your value, get good - really good - at your craft, and apply it with laser-focus to your customers' problems.