Are You a Brain Surgeon Or perhaps a Plastic Surgeon?

Many companies are still struggling with the effects of the economic downturn, global fiscal crisis... I do believe we are even allowed to say "recession" now, are not we?Most of it's bad news, of course, since bad news sells. But some of it's great news, suggesting that some folks 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 resilient, or having more in reserve, or moving through the tough times, or "recession proofing" your business.Do not downturn proof your business. That's for big companies, who are big, gradual, struggle and lethargic to continue. Recessions bring great opportunities for small enterprises, who are clever, nimble, nimble and can adapt. It is success of the economic fittest.Here's the important thing question: What issue are you solving?Recessions are not harmful to everyone. Yes, a large amount of people are in pain, but you will do well.Doctors are in sought after when there's a disease outbreak, if you will help ease that pain. Firefighters come in popular when there is a bushfire. Business owners, authorities, instructors and thought leaders who really understand their clients' problems are in high demand in a I giggle when I hear colleagues say, "I won't participate in this recession." That's like a saying, "I refuse to be involved in this bushfire!" )So what's changed?The balance has changed.In challenging times, people are mindful, thorough, protective and spend their money on security, protection, producing conviction and healing their pain.In good times, people have money to spend, and spend it on growth, luxuries, nice-to-haves and spoiling themselves.So are you a surgeon or a plastic surgery Beverly Hills?They both solve problems, but they're different problems, and they accommodate different times.Plastic doctors thrive in good times, when people wish to feel good and could 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 best (I question if anybody's ever said, "Help - get me the lowest priced mind surgeon you can find!" ).If you're performing plastic surgery - for instance, a light, deep, entertaining service or product - think carefully about whether that is sustainable today. It is still as effective as it ever was, but is it still as valuable?Now is the time to be always a brain surgeon. Recognize your value, get good - actually good - at your craft, and rub it with laser target to your clients' problems.