Are You a Brain Doctor Or perhaps a Plastic Surgeon?

Many companies are still experiencing the effects of the economic downturn, global financial crisis... I do believe we're even permitted to say "recession" today, aren't we?Most of it's bad news, obviously, since bad news sells. But some of it is good news, indicating that some people are doing well despite the recession.I have a different view.It is not about doing well despite a downturn. It is not about being more strong, or having more in reserve, or pressing through the tough times, or "recession proofing" your business.Do not downturn proof your company. For large firms, who're big, gradual, lethargic and struggle to keep up that is. Recessions bring great possibilities for small businesses, that are smart, nimble, agile and could change. It is success of the financial fittest.Here's the key question: What problem are you solving?Recessions aren't bad for everyone. Yes, a lot of people are in pain, but you will do well.Doctors are in popular when there's an illness outbreak, if you will help ease that pain. If you find a bushfire firefighters come in popular. Business owners, professionals, experts and thought leaders who really understand their customers' problems are in popular in a I chuckle when I hear peers say, "I refuse to take part in this recession." That's like a saying, "I refuse to take part in this bushfire!" )So what's changed?The harmony has changed.In tough times, people are mindful, careful, protective and spend their money on safety, defense, developing conviction and recovery their pain.In good times, people have money to spend, and spend it on extension, luxuries, nice-to-haves and spoiling themselves.So are you a surgeon or a Dr Paul Chasan?They equally solve problems, but they're different problems, and they accommodate different times.Plastic physicians succeed in good times, when people want to feel good and can afford to cover it.Brain surgery, on the other hand, is not generally a discretionary spend. You get it when you need it, and if you need it you'll pay for it. And you'll pay for the best (I wonder if anybody's ever said, "Help - get me the lowest priced mind surgeon you can find!" ).If you are performing plastic surgery - for instance, a light, deep, fun product or service - think carefully about whether this is lasting today. It is still as effective as it actually was, but is it still as valuable?Now is the full time to be a brain surgeon. Realize your importance, get good - really good - at your craft, and rub it with laser target to your clients' issues.