Let me start with the obvious, we are facing scary times. The news is a non-stop chorus of “doom and gloom”. The knee-jerk reaction is to scramble for any bit of business, security or revenue you can get your hands on. Other panic reactions are to start cutting costs, overhead, staff, and “low-balling” every bid and estimate to ensure you get the work.

What should you do instead of panicking and slashing costs, staff and budgets? Focus on what you are passionate about, and do it really really well. The competitive landscape is going through a house cleaning and when the dust settles the companies that are providing real value will remain in a prominent position atop the mantelpiece. While we may see a cutting back on project budgets, we won’t see a cutting back on expected quality. And the only way to keep delivering quality when things get tight is to be extremely passionate and talented at what you do. If you are, there is no chance quality can suffer or degrade.

It is equally important to stay focused on who your target clients are, if you start picking up random work, the quality will inevitably suffer, as it is nearly impossible to put out amazing work with smaller budgets for brands or organizations you have no interest in or passion for. For Fastspot, delivering amazing interactive solutions which tip the scales on usability and functionality are what we are passionate about creating, and as long as the client is looking for the same - we are half way up the mountain.

I also trust in our clients, even the ones we haven’t met yet. I already know these clients, and I believe they are the kind of companies who are looking for more than just a “Website”. They are looking for a partner who will challenge them, push them, inspire them, and dig deep enough to deliver something truly outstanding. There is no price tag high enough to create inspiration and invention if it doesn’t already exist, and it is inspiration and invention that will create something new, something memorable, and something with true value.

As WalMarts of the world rejoice in more people buying cheap crap instead of buying quality, I remind myself these family shoppers aren’t spending for their “brand”, they are just trying to put clothes on the kids. Brands and companies face a different dilemma, and during challenging times they must stay the course - representing what they stand for and promise to their customers. If quality or focus declines, the customers, members, press, whoever is paying attention, will see it and remember it. It creates cracks in the foundation, and this is not easily reversed.

Those that keep doing what they do best, and find creative ways to do it better for the clients or customers they serve, will undoubtedly come out in a better place than they find themselves today. In fact, I could go so far as to say that this period of house cleaning is a necessary process in the evolution of “everything”. As Charles Darwin recognized so long ago on the Galapagos Islands, nature is adaptable and through evolution and natural selection, the strongest AND most adaptable species will prevail and thrive.

Darwin wrote, “As many more individuals of each species are born than can possibly survive; and as, consequently, there is a frequently recurring struggle for existence, it follows that any being, if it vary however slightly in any manner profitable to itself, under the complex and sometimes varying conditions of life, will have a better chance of surviving, and thus be naturally selected. From the strong principle of inheritance, any selected variety will tend to propagate its new and modified form.” It is HOW we adapt and vary, that will determine our survival and ability to thrive. I propose we adapt in ways that never compromise quality, integrity, passion and purpose.

I have an optimistic prediction for 2009, and it is this. As the dust settles, we are going to be seeing the real quality companies, products and entrepreneurs of the world in all their glory, delivering amazing and relevant services to their clients and communities. Those out to make a buck in the boom times will go bust, and the playing field will be cleared of the clutter. Hang tight, keep doing what you’re passionate about, do it really really well, and prepare to enjoy a brighter spotlight in 2009!

Share your thoughts, how do you think companies need to adjust to deal with difficult times? Do you think anyone is doing a good job, or a bad one?