The definition of counterintuitive is “contrary to what common sense would suggest”. It’s also the topic of this blog post about business and the economy. I first heard the term, in the context of the current economy, at my annual corporate meeting with my lawyer and C.P.A. I raised some concerns about the economy and advertising during this time and my lawyer, an older gentleman and the head of a massive law firm, suggested that advertising now, although counterintuitive, is the right course of action. It struck a chord with me and wanted to share these insights with you.
“contrary to what common sense would suggest”
Many people right now are pulling their punches so-to-speak by eliminating advertising, and stopping web development efforts. While it’s important to maintain perspective and keep your business afloat, it’s unwise to think that cutting out such expenses entirely is going to help in the long run. You have to keep the end-game in your mind — when you emerge (and you will) from this down-turned economy where do you want to be? Do you want your business to be frail and gaunt basically unable to fight, or do you want to be strong and fortified having taken advantage of the situation?
