This is an important business story about the law of the jungle.

I was reminded a few days ago of the story of two hikers in the forest who startle a bear.

One of the guys is terrified, and says to the other, “Oh my god, we can never outrun a bear!”. The other replies, “I don’t need to outrun the bear, only you!”.

If the hiker you’re with is the competition, are you the faster runner? The recession has hit and taken a percentage of business away. There’s still a lot out there if you keep your head up.

All you need to do is be a step ahead of the competition and they’ll get caught, not you.

That means that now is the time to focus on your marketing, your sales and your customer service. Let your competitors struggle while you push ahead to new levels.

Quick story on this point. Two printers I know have very different recession stories to tell. One, a business coaching client in Yorkshire, has built sales over the past year and dramatically improved his cashflow.  His name’s Dean and he’s based in Yorkshire.

Here’s what Dean sent me on Friday,  “I followed the simple procedure you asked me to put in place and the results were instant.  This one simple improvement has made our cashflow better than ever.”

Meanwhile the other printer is bemoaning the state of the market.  He complains that there’s no demand for printing anymore and all he’s doing is putting out hot air that’s contributing to global warming!  He should shut up and start running faster…

Lots of businesses will get eaten by bears in this recession. Make sure you’re wearing your running shoes.


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