Are You a Mind Surgeon Or a Plastic Surgeon?

Many businesses are still suffering from the effects of the economic depression, international fiscal crisis... I do believe we are actually allowed to say "recession" today, aren't we?Most of it is bad news, of course, since bad news sells. But some of it is great news, indicating that some folks are doing well despite the recession.I have a different view.It isn't about doing well despite a downturn. It's not about being more resilient, or having more in reserve, or pressing through the a down economy, or "recession proofing" your business.Do not recession proof your organization. That's for big enterprises, who are large, slow, struggle and tired to continue. Recessions provide great opportunities for smaller businesses, who are intelligent, nimble, agile and can change. It's success of the economic fittest.Here's the main element question: What difficulty are you solving?Recessions aren't bad for everybody. Yes, a large amount of people are in pain, but you will do well.Doctors are in sought after when there is an illness outbreak, if you can help ease that pain. If you find a bushfire firefighters come in sought after. Company owners, experts, specialists and thought leaders who truly understand their customers' problems are in sought after in a I chuckle when I hear peers say, "I won't take part in this recession." That is like a saying, "I won't be involved in this bushfire!" )So what's changed?The harmony has changed.In challenging times, people are careful, cautious, protective and spend their money on security, safety, creating guarantee and healing their pain.In good times, people have money to spend, and spend it on development, luxuries, nice-to-haves and spoiling themselves.So are you a surgeon or a liposuction?They equally solve problems, but they are different problems, and they suit different times.Plastic specialists prosper in good times, when people want to feel good and could afford to cover it.Brain surgery, on the other hand, is not usually a discretionary spend. You get it when you need it, and if you need it you'll buy it. And you'll pay for the best (I wonder if anybody's ever said, "Help - get me the cheapest mind surgeon you can find!" ).If you're doing plastic surgery - for example, a light, fluffy, fun product or service - think carefully about whether this really is lasting right now. It's still as effective as it actually was, but is it still as valuable?Now is the full time to be always a brain surgeon. Comprehend your price, get good - really good - at your craft, and use it with laser target to your customers' issues.