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During a recession which we are technically in you have a choice.

You can ignore it which is actually a good strategy.  You can increase your innovation as your competitors go out of business.  And/or you can increase your skills.

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You can even sych them to your iPod or iPhone and listen to them anywhere.

Check out iTunes U and add to your skill set.

Apple – Education – iTunes U – Overview.

I had such a good morning yesterday.  I had two clients recommend me to all their family, friends and business associates.  Another client is going to record me a video testimonial.  I have new clients every week and I had the best weekend with my girlfriend Nan.

So I went to a local sushi restaurant for lunch yesterday to celebrate.  After a very nice sushi selection I received my bill.  See the picture on the right.  They automatically print what the tip would at 15%, 18% and 20%.  This is such a nice little touch.  A great  little innovation.

A few little fine touches is what makes a great business.  It is what makes your different.  Innovation is key, especially during a recession.

The biggest factor in a new startup company is you, the founder(s).  It’s not the economy, it’s you.  Microsoft and Apple both started in a recession in the 70’s.  They had the ideas and the founders to make it work.  They had people that told them they were crazy to start some unknown industry in a recession.  Good thing they totally ignored them.

Since most startups go out of business due to a lack of cash, make yourself recession proof by running your company as cheaply as possible while maintaining fantastic customer service.  Thank goodness it is incredible cheap to run a startup now and you can make a lot of items variable costs instead of fixed which helps a great deal.

And in a recession it is less risky starting your own company than working for someone else.  Someone that may suddenly lay you off.  With your own company you are in control.

During a recession you’ll have less competition.  While your competitors who are spending a lot on overhead are going out of business, you’ll be strumming along lean and mean.  You can also consider producing a product or service that will save money for your clients, something that clients will look for during a recession.

If you are an investor then a recession is a fantastic time to invest.  You buy when things are low and watch them grow.  A recession is an investors dream.

Some people go to grad school during bad times and come out with a degree and good times again.  Adapt to the situation and do what is best for you.  I doubt it is staying the status quo.

The threats to your company are not in the news.  The threats are in the mirror, you.  It always comes down to the people.  Period.

A lot of businesses are freaking out, quite simply.  People are freaking out.  The economy is the number one subject.  People are worried about their jobs and if their company will go out of business along with anyone that would hire them.

Many are finally pursuing their dream of their own business.  And many really good companies that are well managed are injecting money in.  They are going to take advantage of a lot of companies going out of business to grab more of their market.

Virgin America, partially owned by Richard Branson is going to get a cash injection soon.  Richard Branson thinks that some major US airlines are not going to survive and he want to take advantage of it to expand quickly.  Who would you rather fly with an airlines about to go bust and flight attendants that are depressed or a well managed airlines with happy flight attendants and kick ass customer service?

If you don’t have extra cash you can still turn your inject system on.  Your idea injection system.  I use mine Prosperity Games and I’m implementing new ideas every week.

What are you doing to injection freshness into your company?  Share with us in the comments.