BILL CONERLY, PHD, CSP,
connects the dots between the
economy and business. He wrote
The Flexible Stance: Thriving in a
BY BILL CONERLY, PHD, CSP
Both upside and downside
contingency plans help you react
faster and smarter.
Develop contingency plans. Plan now for how you
will cope with a significant change in your business. On
the downside, just how bad do sales get before you have
to lay off your poodle? What expenses could you cut to
save your four-footed princess from being outsourced?
On the upside, how would you cope with a few more
multi-day contracts? How much are you willing to travel,
when will you raise fees, and could you subcontract on
some gigs? Both upside and downside contingency plans
help you react faster and smarter.
It’s not true that success requires a vision of the future and an unyielding commitment o it. The future is just too uncertain to plow
forward on a fixed path. The economy is hard
to predict (and I’ve been forecasting it for more
than 30 years), as are technology, social attitudes,
government, and competition. Here is advice I
give corporations, that applies to the speaking
Be ready for different directions. Back in
2009, I saw a need for leadership training that
incorporated the challenges of being in a recession. I searched speaker websites and found topic
descriptions unchanged since the boom. Be thinking now about how you can apply your expertise to
new developments in your target market.
Sell what’s selling (where it’s selling).
NSA member Patrick Galvin, MBA, thought his
book The Connector’s Way would resonate with
insurance companies, and he developed a strategy
to sell to them. Then book sales took off in the
mortgage brokerage industry. He quickly adjusted
his strategy and sold thousands of copies as a result.
Commit to fast change. It can’t take a month
to change text on your website if you want to be
ready for change. You can’t be too in love with your
PowerPoint deck if you should be adjusting it to
reflect today’s ne ws.