If you worry that the economy will be tough for some time but still want to learn and do whatever is necessary to enhance your business’s progress, then you are in for a rocket ride when you apply what you learn in this book! You certainly are not alone either; plenty of people are seeking answers during today’s challenging times. However, there is a big difference between those who are looking for answers and those who are willing to actually learn and execute on the exact actions that will ensure success. Most of your friends and family may have already ceased believing that there is anything they can do, but you have not. I congratulate you for searching for the answers.
A Warning about Books
Unfortunately, most people today purchase books that they start but never finish. I believe the reasons for this are threefold: (1) the small financial investment required for a book makes it easy for us to buy them by the dozen and read very few; (2) we don’t have to make a commitment to finish by a particular date; and (3) many books contain a lot of misunderstood words.
I want you to finish this book. I guarantee that if you read it in its entirety, you’ll be able to create the economy and success you want for yourself, your company, and your family—and be first in your field.
So, that said, let’s dissect the above-mentioned reasons. First, people approach books as though they are worth only the price they paid for them rather than seeing them for the millions of dollars worth of information in them. This book can be worth millions to you, so read it with that kind of outlook, and approach each action as though it will make you millions (because it can!)
The second reason people don’t finish books is because they never pick a target date by which to finish. That is crazy to me; you would never do this with any other project, would you? The average person reads about 200 words per minute, so he or she—if not interrupted—could finish this book in less than five hours. Before I start anything—whether reading a book or building an addition to my home—I always decide upon a target date for completion. So stop reading now and commit to a “due date” for reading this book. Just write today’s date and the date by which you want to finish on the inside cover.
The last reason people don’t finish books is because they run into words they don’t understand and often elect to stop reading the book. For this reason, I included a very extensive glossary of words in the back of this book. The glossary does not include every way in which the word can be used: just the context in which I used it in this book. Take the time to look up the meaning of every word about which you have even the slightest doubt. Remember: your success in an area depends on the degree to which you understand the terminology being used in that area!
So treat this book like it’s worth millions of dollars to you; set your target date to finish, and don’t gloss over any words you don’t understand. Each time you read an action be sure you fully understand exactly what I am explaining in that action. While many of them may seem clear, the only reason you won’t engage is because of a lack of understanding. Don’t ignore or gloss over any of the actions and I assure you that you will master your markets, and this book will become a resource for not just you but everyone in your organization.
The information contained herein will see you through any recession regardless of how bad or deep it is or how long it lasts. I know because I have used these exact techniques to get me through three recessions—and I came out of each one stronger, more capable, and more profitable. I am using them at this very moment to advance my position in the market, grab market share from my competitors and actually take ground in markets I was not in before.
Doom and Gloom Is the Time to Boom
Many of the economists, pundits, and media talking heads are predicting doom and gloom and end-of-the-world scenarios with their 24-hours-a-day round-the-clock ranting and raving. They’re entirely focused on the problem and who may be to blame and don’t seem to offer much in the way of a solution for surviving and prospering. You have probably already experienced a slowdown, as business has been shrinking significantly in most parts of the world. Regrettably, I’m sure you are feeling the effects—and I’m sure you don’t like it. In fact, I hope you don’t like it, and I would encourage you to hate it so much that you are willing to do anything to fight back. Despite the fact that we’re enduring a time when many people will suffer—with millions out of work, companies failing, and entire industries disappearing—it is also a time to learn and use specific strategies to turn the tide. New companies, products, and even industries are born out of economic challenges. I want you to be a person who wakes up every day wanting to be first in your industry or field, who is not victimized by what appears to be reality but who creates a new reality out of the opportunity and rubble of the old.
By taking very precise, exact, correct actions, you can combat any economic pullback and achieve any level of success you desire. You can continue to expand and conquer in your endeavors and move your goals and dreams forward, literally creating your own new economy. The truth is that it doesn’t take a recession or contraction to create problems for a person’s business or finances. I’m sure you know a fair amount people who weren’t doing well, even during periods of economic expansion. Contractions introduce a different set of problems for everyone, and these different problems require varying degrees of willingness and thinking, along with a new set of actions. Financial hardships come about as a result of not being able to sell your products and services in quantities great enough and at prices high enough to make the business profitable and viable.
There can be a great many reasons for not being able to get your products and services into the marketplace—and even more excuses. The reality is that every business has ups and downs, and every economy has its cycles. Along the way to creating success and security, you have to make adjustments to accommodate ever-changing market conditions. It is impossible to be in business for any length of time and not experience a tough economy at some point. Some downturns will be worse than others: some long, some short, some very painful, and some just a blip. The good news is twofold: (1) there are exact and precise actions that you can take to counter any contraction and (2) contractions are excellent opportunities in which to expand and conquer market share. Use the doom and gloom to make this your time to boom!
CHAPTER 1. Four Responses to Economic Contractions
There are basically four responses people have during economic contractions—and only one that counts.1. The Cheerleader Response: “I refuse to participate!”2. The Old-School Response: “Nothing really has changed; let’s just get back to the basics.”3. The Quitter Response: “There is nothing I can do, I just have to wait it out.”4. Advance and Conquer: “Every resource you have goes to advance and conquer while others contract and retreat.”