While competitors retrench during recessions, Amphenol leverages its strong balance sheet to accelerate M&A. This counter-cyclical strategy allows it to acquire strategic assets at attractive valuations, ensuring it emerges from downturns with increased market share and strength.

The best time to launch a company is at the bottom of a recession. Key inputs like talent and real estate are cheap, which enforces extreme financial discipline. If a business can survive this environment, it emerges as a lean, resilient "fighting machine" perfectly positioned to capture upside when the market recovers.

A near-bankruptcy experience instilled in Ed Stack an aversion to debt. This "paranoid" financial discipline, while criticized by Wall Street as suboptimal, became a key strategic advantage. By self-funding growth, Dick's maintained control and agility, allowing it to survive downturns that crushed its highly-leveraged competitors.

The bottling contract fixed Coke's price at a nickel. While a long-term liability, during the Depression this became a powerful weapon. Coke's massive scale allowed it to remain profitable at that price point, while smaller competitors with higher costs were crushed, unable to compete with a superior, cheaper product.

The Great Depression paradoxically created more millionaires than other periods. Extreme hardship forces a subset of people into a "hunger mode" where their backs are against the wall. This desperation fuels incredible innovation and company creation, provided the government clears regulatory hurdles for rebuilding.

During economic downturns, competitors retreat and cut discretionary spending. This is the precise moment to increase marketing efforts. Organic social media content creation costs $0, making it the perfect offensive strategy to gain market share from defensive, fearful rivals.

A few dominant consumer platforms are capturing the majority of retail sales, creating a winner-take-all market. These companies leverage their scale and cash flow to reinvest in technology and advertising, widening their competitive moats much like the largest tech companies.

While competitors fired staff and cut advertising during recessions, Clayton Homes adopted the motto, "The country is in a recession and we have elected not to participate." By maintaining investment and playing offense, they captured significant market share and were positioned for recovery.