The Title is a famous speech given by Winston Churchill to school kids during World War II. "Never give up. Never. Never. Never. Never. Never."
You might be like me; in a position where you own your own company and simply don't have the opportunity to walk away. So, you can't give up. But, in many ways the down turn has been good for me. I have become a persistant negotiator and have negotiated everything down- even reduced our office rent from $17,000 to $5,000 and have reduced expenses everywhere. I have become a better marketer. And, as a sales person I notice every opportunity and let few slip away.
So, I won't give up but it would be nice if the tide would start to turn in our favor.