Here’s the scenario: your company has been in business for many years and has been facing challenging times due to the continued downturn in the economy.  What can be done to improve business?   Someone in the organization pitches the idea to change what the company inherently is.  Suggests new markets, to remake and reimage the company, to forego what the company was founded on and to go into unproven, uncharted business territory – in other words, take the company into the world of the unknown.  This is the absolute wrong approach especially in these difficult economic times. 

Your company isn’t necessarily broken just because business is tough month after month.  Right now, it’s time to focus on what has made you successful over the years with your business and your customers, hone your skills in what you do best and improve those areas of your business that require attention.  Then profile the kind of customer you can do business with and assertively go after those customers.  Make any necessary adjustments to your business along the way in order to maintain and enhance your business success. 

Once you have re-established your company in a rock solid business position then and only then, do you consider options to explore for new business.  One of the worst mistakes business people commonly make is a knee-jerk reaction to a desperate situation – whether it be sales, personnel or with product. 

Always remember how you got to where you are today through your core competencies – the elements that define your business.  Those never change.  Only expanded upon.