Table of Contents
1 The Greatest Opportunity: Why difficult times are so rich with possibilities 1
2 The New Normal: The strange story of how we got here and what it means 10
3 Reset Priorities: The critical first response to a radically new reality 25
4 Protect Your Most Valuable Asset: It's your people-yet they're often valued the least 41
5 Engage the Outside World: All your relationships are changing-so take control of the process 56
6 Reexamine Your Strategy and Business Model: The importance of knowing what you must change-and what you must not 72
7 Manage for Value: Most companies don't-an error that can be fatal when times turn tough 87
8 Create New Solutions for Customers' New Problems: You can do it in more ways than you may realize 100
9 Price with Courage: Don't assume you have to mark down-it's riskier than you may think 119
10 Get Fitter Faster: The right kind of operational discipline pays off powerfully in a downturn 134
11 Understand All Your Risks: Seize this moment to take a broader view of what might go wrong in your business 134
12 Don't Forget to Grow Yourself: Why difficult times are a unique opportunity fir self development 148
13 For Next Time: Getting ready for greater growth down the road-and, yes, for the downturn after that 164
Index 173