Keep cash flowing when business is generally down.

When people become stingy and start to cut down on spending because times have become difficult, should we panic as we watch our customers stop buying our products or engaging our services? Should we merely wait for the economic situation to brighten while our cash flow dries up? No, we are not panicking. No, we are not merely waiting at the sidelines. We are tightening our belts in our struggle to keep costs lower. Many even decided to also cut down on their communication and publicity efforts. Are we doing the right thing?