BY ZAHIR PALANPUR - www.azularc.com

The environment we are in and how we act within it has a major impact in defining the position and success we are experiencing with our business. With the economic downturn, many of us see our own set of challenges and the news can give rise to thoughts of doom and gloom. Look a little beyond though and there are a lot of positive happenings that we can look to for ideas and inspiration in addressing the current economic climate. Two recent events that are exciting and inspiring are the recently concluded Olympics and the Presidential race.  

Along with the standard set of sports analogies and examples, one that I find particularly relevant is an idea practiced in a lot of sports with Judo being the most significant embodiment of this idea (not that I am a big Judo fan). The key strategy in Judo is the ability to use the forces of the environment to work for you, even if it is directed against you much like the movement and attack of an opponent in Judo.  This is a powerful idea and one see examples of this in the current Presidential race. The McCain campaign used and turned what is a strong position of Obama, his charisma and popularity around the world, by creating an ad on this and asking the question if what we are looking for is celebrity status or substantive experience. Obama has used McCain’s experience against him by linking him to the old establishment. Interestingly, both candidates have elected running mates that embody the strengths of the other – Obama took on experience and McCain a more “diverse” and younger candidate. 

So what is the judo we can practice with the economic forces stacked up against us? One of the most compelling things a downturn does for you is point to what are the most important activities to sustain and grow you business. Nothing brings more clarity on prioritizing what is important than tough times that make you take a hard and thoughtful look on what is essential to the success of your business. If business has slowed, use the valuable time to revamp your marketing and sales initiatives. At Azul Arc, we have revamped our own website, updated our case studies and collateral and ramped up our sales effort in a focused manner. This is also a great time to get deals with your vendors and service providers to address important things that you know need to get done and for which you never had the time (a downturn can create a situation analogous to the off peak season and deals for vacation spots). Perhaps now is the right time to get that much needed training for your team and to retool aspects of your business. Experts will tell you that it is also one of the best times to hire. These are a few among many ideas – so use this time for thought and use the forces you are faced with to your advantage keeping this advice from the CEO of Intel in perspective: “You never save your way through a downturn. You innovate your way through it”

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