Is your Business (still) in Confused Seas? Keep your Paddle in the Water!

In sea kayaking as in business, when you get into choppy waters it can be a shock. One natural reaction is to pull back.

In a sea kayak, though, a paddle in the water is a natural brace. It gives you another point of contact. It actually stabilizes you and your boat.

In business, if your natural reaction is to withdraw when things are tough, you may be destabilizing your business. Here are three ways to keep your paddle in the water:

1. Keep marketing. If your customer base dwindled and is not quite in their own personal recovery, it is hard to know when they will be. If you cut back on marketing you may be missing just when they are looking for you. Consider less expensive alternatives. Perhaps you do one mailing a month instead of two. Maybe you write articles for industry publications. But don't stop marketing.
2. Keep learning. If business is down and you have some extra time on your hands, use it productively. One area we often don't have time for when things are hopping is our continuing education. Whether this is reading business books, attending courses or taking an online class, now is a good time.
3. Keep creating. Improving your web presence, developing product, writing a book...all time-consuming tasks that may pay off well when the market improves.