Are You a Brain Surgeon or a Plastic Surgeon?

Like many people, I've been hearing a lot of news about the economic downturn, global financial crisis ... I think we're even allowed to say "recession" now, aren't we?

Most of it's bad news, of course, because bad news sells. But some of it's good news, suggesting that some people are doing well despite the recession.

I've got a different view.

It's not about doing well despite a recession. It's not about being more resilient, or having more in reserve, or pushing through the tough times, or "recession proofing" your business.

Don't recession proof your business. That's for large organisations, who are big, slow, lethargic and struggle to keep up. Recessions bring great opportunities for small businesses, who are smart, nimble, agile and can adapt. It's survival of the economic fittest.

Here's the key question: What problem are you solving?

Recessions aren't bad for everybody. Yes, a lot of people are in pain, but if you can help ease that pain, you will do well.

Doctors are in high demand when there's a disease outbreak. Firefighters are in high demand when there's a bushfire. High-quality speakers, trainers, coaches, consultants and thought leaders who truly understand their clients' problems are in high demand in a recession.

(I laugh when I hear colleagues say, "I refuse to participate in this recession". That's like a firefighter saying, "I refuse to participate in this bushfire"!)

So what's changed?

The balance has changed.

In tough times, people are cautious, careful, protective and spend their money on security, protection, creating certainty and healing their pain.

In good times, people have money to spend, and spend it on expansion, luxuries, nice-to-haves and spoiling themselves.

So are you a brain surgeon or a plastic surgeon?

They both solve problems, but they're different problems, and they suit different times.

Plastic surgeons thrive in good times, when people want to feel good and can afford to pay for it.

Brain surgery, on the other hand, isn't usually a discretionary spend. You get it when you need it, and if you need it you'll pay for it. And you'll pay for the best (I wonder if anybody's ever said, "Help - get me the cheapest brain surgeon you can find!").

If you're doing plastic surgery - for example, a light, fluffy, fun keynote - think carefully about whether this is sustainable right now. It's still as good as it ever was, but is it still as valuable?

Now is the time to be a brain surgeon. Understand your value, get good - really good - at your craft, and apply it with laser focus to your clients' problems.

Key words: leverage, economic downturn

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Gihan Perera is the author of "Get Active: Web Sites for Speakers, Trainers, Coaches and Consultants" and "Fast, Flat and Free: What You Need to Know to Stay Ahead in a Connected World". Visit http://GihanPerera.com and get your complimentary copies now.

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