In uncertain economic times it's wise to re-evaluate your current business model, especially your marketing and advertising strategies. Unfortunately when the economy is struggling and sales are in a slump many business owners tend to react rather than respond to the changing marketplace.

And there is a huge difference between the two approaches.

"Responding" is a positive activity where corrective and flexible action is taken to maximize results and minimize loss while navigating the storm.  "Reacting" on the other hand is a defensive posture steeped in emotion.  Think of it this way. Your Doctor prescribes medication to combat a certain condition. On your follow-up visit he tells you, "you body is reacting to the medication instead of responding to it".

See the difference?

In a business situation a person in response mode accepts the market conditions and looks to not only adapt, but exploit the situation, which is almost always rich in previously unforeseen opportunities.

However since reacting is a defensive position, a business owner that is reacting to the market is almost always searching for ways to batten down the hatches.

Becoming reactionary not only leads to overreacting, and the unpleasant consequences it can bring. It reduces the likelihood of recognizing the unique opportunities an economic down turn can present. And if panic sets in can convince some business owners to adopt a slash and burn cost cutting policy that can actually be counterproductive to their own best interests.