What are you doing to get back on the offensive?

I've always been known for my world class illustrations but I think this one tops them all.

I caught up with a couple of clients today for a private strategy session to discuss how to navigate the current environment, particularly when everything is being threatened and the rules are being re-written.

I see people on two sides of the fence.

Those who:

• Can't plan because of the unknown of the future
• Can't pivot because they are used to 'the old way'
• Can't persevere because of the new obstacles in their way
• Can't market because of the uncertainty

Then there are those who:

• See the opportunity and are playing the long game
• Have started to iterate their business model and diversify their income
• Continued to work hard at pushing ahead in spite of this
• Marketing like crazy to capture an audience that isn't being spoken to

Reality is, most of your competitors aren't marketing right now. This is reflected in the current costs of paid advertising. On average during the GFC marketing costs dropped 13%.

At a time when emotions and uncertainty is high, there are still people out there that want what you offer.

The question is, can you see the light through the trees?

Once we consolidate in crisis, we need to start playing on the offensive and focusing back on our goals.

What are you doing to get back on the offensive?