So there you are. Having a cup of coffee and gazing out your apartment window at the Hudson. It’s an afternoon ritual. Instantly, you hear a loud screeching noise and a jet airplane screams past your window. Then it seems to float to a landing on the Hudson River adjacent to midtown Manhattan.

Takes your breath away.

By now I’m sure you’ve heard the story of how the extraordinary landing executed by captain Chesley B. Sullenburger II saved 155 passengers and crew aboard a US Airways flight a few days ago.

It was clear thinking and decisive action in the middle of a crisis that made this latest “Miracle on 34th Street” (according to NY Governor David Patterson) possible.

Now we should all follow his lead.

Economic chaos continues to influence the mindset of businessowners and consumers. Here in Albany, the NY Capital Region, fear and uncertainly are taking hold despite being somewhat insulated from the dire circumstances in other areas.

And again I say you may never have a better time to build your business.

A study of the economic mess accelerating from 1972 – 1974 shows the following figures:

Dow Jones Industrial Avg (from highs):    – 45%
Unemployment:                                          7.2%
Inflation:                                                  12.3%
30 year Mortgage:                                      9.8%

Now the same figures for 2006 – 2008

Dow Jones Industrial Avg (from highs):    – 45%
Unemployment:                                          7.2%
Inflation:                                                    5.6%
30 year Mortgage:                                      5.1%

The market drop and unemployment rates are bang on. But the rate of inflation and interest rates are significantly lower. (of course inflation ultimately has to be affected by over a trillion new dollars in the system.) Money is cheaper and prices are still relatively low. Business is still being done.

Do you think everyone folded up their tents in the 1970s. Certainly not. Those with clear heads and a strong vision backed them up with decisive action and created some of today’s biggest success stories.

Companies founded in the 1970s

Southwest Airlines
Microsoft
Apple
FEDEX
Oracle
SAS
Genentech

I wouldn’t have minded buying a few shares in these guys back then. Point is, amid all the doom and gloom – while your competitors are hunkering down in the corner thinking about survival – there are success stories being written all around you.

If your mindset is only about survivial then I’m afraid you may be one of those eaten in a jungle containing a few more cunning predators.

Take Action

Hone your message for the times - How will you help customers make money, save money, or save time?

Build a moat around your customers – tell them how much they mean to you and ask for their help. Same for vendors.

Target the customers of your competitors – they’re just waiting to be eaten.

Deploy a smart, targeted communications campaign to begin new conversations – Customers want answers and they need leadership.

Find others to join your community and market cooperatively.

Follow the lead of captain Sullenburger. Clear away the fog of chaos and sharpen your vision. Take decisive action. You’ll not only survive, you’ll be a hero to your customers, vendors, competitors, community, and family.

Posted by: Steve Banis