Mike McKay
June 16, 2025
We’re often asked what the best seasons for business are.
Particularly when the economy is unsettled for any reason. Recession. Fear of recession. Growth. Pandemic. Fiscal crisis.
Here’s the answer we have.
It’s always a great time to grow.
It turns out that everything that looks like a problem creates an opportunity for some people, and a self-fulfilling prophecy for others. The reason has more to do with how your competitors are dealing with the events of the day than whether your business will be affected by them.
For example, your business has no emotion. It just wants to do it’s thing, whether that’s taking care of people’s pets, building commercial buildings, or fixing plumbing, over time your business becomes an entity that wants to do its work for you.
It’s only when people get in the mix that problems start to happen.
That’s because people bring beliefs with them and then impose those beliefs on their business through action, or inaction, as the case may be.
When there is uncertainty in the market of any sort, most owners will go defensive. That means that they will curl up. Circle the wagons. In business it looks like reducing their marketing spend, maybe cutting salespeople, or any other policy that pulls back from interacting with your prospects and customers.
And that pullback, no matter how slight, is the door being opened for you and your business to walk through.
Warren Buffet is famous for saying “be brave when others are fearful, and be fearful when others are brave.” Continuing to invest in your business via marketing, selling, content creation, etc., etc., etc., is the way to be brave when others are fearful
Measure your programs, of course, and we’ve talked about how to do that, but if you’re the one who focuses on growth through uncertainty, when the economy turns optimistic again, your slice of the pie will be bigger, and you’ll grow even faster.
That’s why right now, no matter the now, is the exact right time to grow as fast as possible.