"When the economy goes into a tailspin it's easy to slip into panic mode. But just because economic conditions are always rising and falling, that doesn't mean your own personal economic condition has to rise and fall with them. You are not at the mercy of forces beyond your control. During down times you cannot only hold your own but even get farther ahead.
How? By sharpening your focus like a laser. Your focus on what? On creating value. By creating value for others, you make yourself so valuable to the market around you that the demand for you and your business rises even when demand everywhere else is falling…
During "down times," most people slow their activities and put the brakes on providing value to the marketplace. But not you. You steadfastly continue on, finding ever new ways to create more value than you take in payment. And by doing so at a time when value seems to be catastrophically shrinking everywhere, you stand out even more than you would in more robust times."
- excerpt from Go Givers Sell More by Bob Burg and John David Mann (emphasis added)
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