Driving in winter means driving through all the elements – snow, rain, sleet and slush – oh so similar to business.
A major correlation is when the road isn’t smooth and dry. When hitting a rough patch of snow, most people’s gut instincts are to immediately hit the breaks.
When taking driver’s ed, one learns that you have the most control when hitting the gas, second is breaking, and the least control while coasting. Many of us have learned that four-wheel drive only counts when accelerating!
I’d like to point out that acceleration is logical and can become intuitive.
This is nearly an exact parallel to running a business.
As the road ahead becomes less certain, many managers will hit the brakes, cutting costs and postponing growth for another time. Others will think about grabbing market share, and controlling their niche of the market. We believe the latter is more logical and delivers a more predictable course and outcome.
My Uncle Warren taught me, “Be fearful when others are greedy, and greedy when others are fearful.” Okay, this is a markets quote about investing, but isn’t growing your business an investment? During the time when everyone is fearful, making the investment in marketing, opens the widest opportunity once the winter weather passes through.
For everyone seeking to grow, we focus on acceleration. For everyone fearful and seeking to cut back, there is everyone else.