A Crisis! Time for the Brave to Prosper

"I love a crisis because that's when people are stupid. I've always liked fast-moving markets because the fools make more mistakes so I'm able to profit by it."- Simon Cawkwell, know in London as King of the short sellers

That may seem a little arrogant and mean. However it does sum up what happens in a crisis. The bulk lose their heads, while the brave and cool of head can turn a bad situation to their advantage.

When it comes to advertising, the brave and cool of head will continue their current ad spend, even as their market potential tightens and skrinks. The really brave may increase their spend. Meanwhile, the competition cuts and slashes ad spend.

Result? The brave grab a larger share of the shrinking market.  Even though this will most likely mean less revenue than the previous year. But, when the market inflates again, their bravery will be rewarded with much higher revenue than pre-downturn. They'll grow their business simply by holding their nerve.

Grow your business, subscribe to The Wizard Chronicle.