Hi Shaper ✌️

Welcome to this week’s edition of INFUZED on Company-building.

The news is full of it, everyone seems to be talking about it: Inflation and RECESSION! 😱 We're all doomed! 

Here is a quick reminder:
In a recession the market is shrinking, not disappearing!

This is an important distinction, because you are a player in the market, not the market.

Here is the simple (not easy) How-to for a 

"A Recession-Proof Company"

Really the only effect a recession has in the market, there is less money to spend. When there is less money to spend, people become more conscious about their spending and cut unessential spending.

So the simple answer would be: make sure to sell an essential product. 

There are layers to essential though. And that's why the reminder above is so important: shrinking vs. disappearing. 

When considering the essential, people ask mainly two questions:
1. Do I really need to spend these extra $$$ when I can get the same value for $$?
2. Do I really want to spend $, $, $, $, and $ or do I gain more if I focus on this one $$$. 

As you can see, the solution is not just cheaper, it can also be valuing the excellence of something.

Here are 2 graphs that demonstrate what happens in a recession:

In a boom, the line for what is essential is relatively low. So every business is well.

In a recession, the bar for what is essential raises. Suddenly, what was good enough before is not good enough anymore.

Here is the simple answer on how to build a recession-proof company:

You determine how good you / your product is. It's the choices we make every day. The standard we set for ourselves. The level we aspire to and work for. 

CHALLENGE

Are you at good enough and therefore at risk or are you recession proof because you're putting in the work?

What can you do to raise your game?  

Have an amazing week and just keep building!

David