The current economic conditions we find, most businesses, small, medium or large, are struggling for survival. Many businesses are off prior years’ revenue numbers by as much as 30%, in some cases closer to half. The first steps usually taken to adjust to this new situation are cost reduction. Aggressive cost reduction in most cases, layoffs, reduction in R&D, reduction in advertising and travel and sales and marketing work in specific, obviously, that does improve overall profitability. However, there is another reality, based on the laws of supply and demand. As the known market place compresses, the fact is you have an out of balance situation between the demand for your product, and the available suppliers. The demand decreases faster than the suppliers leave the market. The economy will continue to downsize until such time as we achieve some balance between supply and demand. It is unlikely that in the near future, that supply and demand balance will correct itself due to a dramatic increase in demand.

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(Now Is The Time For Growth)...