The fastest way to increase revenue and profit during a recession is by creating new, irresistible offers for existing customers. They already know and trust you, which eliminates customer acquisition costs and dramatically improves profit margins compared to chasing new leads.
Relying on one lead source, revenue stream, or indispensable team member creates critical vulnerabilities. Businesses must mitigate these dependencies to survive shocks, adopting the Navy SEALs' mindset: "two is one and one is none." This applies to technology access and key suppliers as well.
To weather economic downturns, a business needs a substantial cash safety net. Aim to hold enough cash to cover at least six, and ideally twelve, months of all operating expenses with zero revenue. This practice, championed by Bill Gates at Microsoft, ensures survival during unexpected crises.
In tough times, business survival depends heavily on founder psychology, which is shaped by your inputs and network. A business cannot outperform its owner's mindset. Surrounding yourself with people who help you think and perform better is a crucial defensive strategy for building resilience.