You might have heard the saying that the Chinese symbol for crisis also means opportunity. Our current economic conditions reflect that we are in a time of crisis, but, also, in a time of opportunity.

One of the principles I’ve built my company on, and that I encourage my clients to adopt, is the idea that “Great Companies Are Built When People are Running Scared.”

This means that, in a time of crisis, you can, like everyone else, contract, shrink, stay small, and try to hold on to what you have.

But, if you want to be a truly great company (and I believe you do), you can also see the opportunity within the crisis- and play big while everyone else is playing small.

Create More Value, Make More Money

When other business owners are shrinking, barely holding onto their clients, a great entrepreneur will be moving into the marketplace rapidly and decisively, finding and acting on opportunity without focusing too much on the economic conditions.

The successful business owner can find places where competitors are cutting back, and can capture new business by doing more. People always want more value for their investment, and when economic times are tough, this becomes even more true.

You can stand out within your marketplace by doing more where your competitors are doing less.

This doesn’t need to be difficult or expensive; I believe you can find efficient and impactful ways to go that “extra mile” and make your clients feel even more valued.

The business owner who focuses on marketing more in difficult times will be the one who has a great company when conditions change.

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