If we didn't have enough on our plates already, now we have to watch out for symptoms of swine flu. But that's not really my topic here. My goal is to give a little encouragement in generally discouraging times.

You don't have to go far to find bad news today. You don't have to go anywhere at all. The bad news will find you. Economic duress, political friction, and now pandemic disease potential. Nice.

But in the midst of all this, some companies are growing. It can be done! In the past week alone, I've been in contact with three businesses in three different industries who are all expanding -- a pool management company, a commercial roofing company, and a lotion manufacturer.

By all indications, companies like these should not be growing. Economic pressures and tightened budgets should be causing customers to lay low.

These three have a common trait, however. They're all spinning off new divisions to serve different customers or serve existing customers in new ways.

Think things are tight? Take a fresh look at customers in your marketplace and you might find opportunities to grow despite a general atmosphere of recession.

Is there something you can add to your offering that creates new value for existing customers? Is there a similar type of customer you could target with only a slight change in your product or service lineup? If so, you can invigorate your business during these leaner times, and emerge with gusto when times improve.

It's being done already. Maybe it's time you did it too!

Labels: customers, differentiation, marketing, planning, strategy