Successful businesses demand leadership. Successful businesses in an economic downturn require courageous leaders.
Today, courage shows up when the leader is willing to make the very difficult decisions of how to cut back on expenses and which cost categories to retain. It also presents itself in the form of the person willing to be somewhat contrarian and creative.
The contrarian leader is the one who looks for ways to increase market share while others are hunkering down. The successful leader seeks out ways to expand their brand without having to spend additional (and now limited) capital.
Therefore, it is time for business now because it is the perfect time to extend your brand and to set the stage for significant growth in the future.
It takes courage!