Not surprisingly — and tying into Chris's original observation that my blogs that get the heaviest response deal with social media — the antidote seems to lie in technology. Chris calls Apple the performance exception to the current malaise rule:

In this economy, how can one company consistently continue to charge more, for arguably similar or possibly inferior technology, and still blow results through the roof? Perhaps (Steve) Jobs hasn't gotten the message what he's doing just won't work anymore in this economy. Lord knows there are analysts and pundits daily trying to get him to see the light, but the fool just won't listen. I wish some on our industry and others would be so foolish.

Very true. But assuming parity between its products and its competitors, what really sets Apple apart? For one thing, Apple is a master at perpetuating its brand, especially to young buyers. Not only that, but Apple gets there first, wherever “there” happens to be. Combining innovative products with ubiquitous branding equals unsurpassed market penetration.

The lesson to be learned for us? Don't let today's economic headaches keep you from looking at tomorrow — where the markets are, what are the emerging industries and business needs, and how you can help solve your clients' newest problems. And of course, don't underestimate the power of carving out a unique identity for your business and exploiting it to the max — especially through social media, where the new buyers live.

Don't let “survival mode” get in the way of your future. Even if it hurts a little, take some time right now to think outside the box for ways to move your business out of today's hard times and into the future.