Are You Currently a Brain Surgeon Or even a Plastic Surgeon?

Many businesses are still affected by the consequences of the downturn in the economy, global financial crisis..&lt;br /&gt;&lt;br /&gt;. I do believe we're 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 is great news, indicating that some people are doing well despite the recession.I have got 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 a down economy, or 'recession proofing' your business.Do not recession proof your organization.&lt;br /&gt;&lt;br /&gt; For large organisations, who're huge, sluggish, lethargic and find it difficult to continue that is. Recessions bring wonderful possibilities for smaller businesses, who are smart, nimble, agile and can adapt. It is success of the economic fittest.Here's the main element question: What problem are you solving?Recessions aren't bad for everyone. Yes, a large amount of people are in pain, but if you can help ease that pain, you will do well.Doctors are in high demand when there is an ailment outbreak. Firefighters come in popular when there is a bushfire.&lt;br /&gt;&lt;br /&gt; Business people, authorities, consultants and thought leaders who really understand their customers' problems are in high-demand in a recession.( I chuckle when I hear colleagues say, 'I refuse to be involved in this recession.' That is like a fire-fighter saying, 'I refuse to be involved in this bushfire'! )So what is changed?The stability has changed.In hard times, people are careful, cautious, protective and spend their money on safety, protection, generating certainty and healing their pain.In good times, people have money to spend, and spend it on expansion, luxuries, nice-to-haves and spoiling themselves.So are you a brain surgeon or perhaps a necklift San Diego?They both resolve problems, but they're different problems, and they match different times.Plastic surgeons thrive in good times, when people want to feel good and can afford to buy it.&lt;br /&gt;&lt;br /&gt;Head surgery, on the other hand, isn't 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 very best (I question if anybody's ever said, 'Help - get me the least expensive brain surgeon you can find!' ).If you're doing plastic surgery - for example, a light, deep, exciting service or product - think carefully about whether that is sustainable today. It's still just like it actually was, but is it still as valuable?Now is time to be always a brain surgeon. Realize your benefit, get good - really good - at your art, and apply it with laser focus to your clients' problems.