There is nothing unexpected about what happened in the stock market on Monday when it hits lows not seen in over a decade.  No one really knows where the bottom is in this recession.  It appears many of the measures the government is taking may be counterproductive to a recovery based on the numbers coming out of Wall Street. 

In this brutal business environment, you have to ask yourself: 

Are you a pessimist or an optimist? 

Talking to CEOs, company presidents and business owners all across the United States every day, I understand the hardship the recession has created.  I also understand this may very well be an exceptionally deep and prolonged recession. 

But again, are you an optimist?  Do you believe in your business abilities enough to survive this recession? 

Or are you a pessimist and ready to quit? 

It’s about being mentally tough. 

I have great admiration for all of our military; but especially for the men and women who are in the Special Forces as they are an extraordinary, well trained fighting force.  These people not only have to be extremely intelligent and physically strong but they must be mentally tough.  They go through situations that the average human being would never be able to tolerate.  If they are exposed to bitter cold, no problem.  If they are exposed to sweltering heat, no problem.  They don’t know what exhaustion is.  They are trained to never, ever, quit. 

These are difficult business times.  No question.  You are fighting your own battle for business survival.  You must get mentally tough or your business won’t survive.  Never quit.  Take each day as it comes.  Wake up every morning with a “can do” attitude. 

If your business conditions become more difficult as this recession wears on, be resolved to get even more mentally tough.  Be determined not to fail.  Failure in not an option.