The Washington Post last week had an article by Stephen Perlstein which compared the recent collapse of major financial institutions to a category 4 financial storm.  It is quite an eye opening article and clearly points out the dangers of our current situation. He described it as perhaps the greatest destruction of financial wealth the world has ever seen! The most important part of the collapse we are seeing on small businesses will be the inability to obtain credit and loans and the loss of customers who are becoming ever more tight with their budgets.

As a small business owner, there are some things you can do to weather this storm – and some things you can't do. The main thing you can't do is change the course of whatever is going to happen in our economy. No matter how much we worry and obsess about the economy falling apart around us, there is nothing that we as small business owners can do to change what is going to happen. The only thing we can do is plan for and  adapt to whatever impact it will have on our particular business. I am sure you have seen many businesses in your local community go under in the last year. It is a dangerous time for a small business owner.

It is a time to recommit yourself to your main job as business owner- the marketing of your business! No matter how good the thing is that you sell, your ability to survive, and even thrive, during this time is by far most dependent upon your ability to market your business. As I have said many times before, marketing is not just a piece of your business -it is the life blood that should permeate your entire business in everything you do. There has never been a time when this is more important than now. In plentiful times a business owner with poor marketing can  sometimes do pretty well, but in times of uncertainty and danger your marketing skill is the most important weapon you have.