small
business
24 The Costco Connection MAY 2009
Overcoming
the economic
storm
Changing times
create opportunities
By Jeffrey Gitomer
CHANGE IS NOT in the air; it has hit the ground running, or
should I say running rampant. If it hasn’t affected you or your
business in some way, you are in the minority. Breaking news!
Have you heard? The economy is down!
It hasn’t been this way, this bad or this low for 50 years.
Companies are crumbling, and rules are being abandoned. The
government is in scramble mode as never before.
What about you and yours? What’s happening to you? Change
in business volume? Cash flow? Credit restrictions? Job status?
Employment status? Work environment? Work requirements?
Customers hurting?
In many business sectors, it’s not “change”—it’s “drastic
change.” Things are changing, and not for the better. How are
you reacting to events? Most people are a combination of reluctant and resistant—a combination of scared and worried. You
are not alone, but it doesn’t mean you have to join the afflicted
or the paralyzed.
Here are reasons you resist change
1. Your inability to face the reality that it’s actually happening
to you. The news is always about someone else’s drama. That’s
why you watch it. This drama is yours.
2. Your natural defensive posture: “It’s not my fault! Someone
else did it.”
3. Your natural resistance to what’s new: “It’s always worked
before, and I liked it that way.”
4. Your procrastination and inability to face reality: “I see it
coming, but it may just go away. I’ll change later.”
5. Your previous comfort and present comfort: “I have a lifestyle and I don’t want it interrupted!”
6. Your unwillingness to abide by the new rules and the new
standards. Resistance to self-improvement. Resistance to being
measured by results. Resistance to being measured against others.
This is especially true if you’re a longtime employee.
6. 5 You think, “It can’t happen here.” Uh, Sparky, it already
has. And it’s not going away anytime soon. Do something!
Is there a resolve? Is there a solution? Are there answers? Yes.
First, start with your resolve:
• Create more self time and less TV time. The news is not
great, so watch less of it. Now is the time for action, not opinion.
• Study attitude for 15 minutes every morning. Give yourself
time to read, think and plan.
• Relax mentally. Breathe.
• Do your best every day at work. You never have to prove
your worth if you’re doing your best.
