In response to the current economy, traditional accounting says cut overhead, cut every cost possible, trim down to the most cost effective delivery of your services. You may survive, but you won’t get anyone’s attention.
While everyone else is watching their marketing dollars and margins, the people moving forward while everyone else treads water are giving something extra. They’re taking extraordinary actions that require real thinking…and there is no better time.
When everyone else thinks the game plan calls for going left, and you risk going right, you separate yourself from the pack. Being the one that gives more then anyone else in ways that are cost effective, but more importantly, in ways that distinguish you from everyone else, gives you a competitive advantage.