Are you stepping it up or sitting back and trying to ride out (or maybe ignore) the fact that there is a recession going on? Perhaps you’re frozen with fear because every news story, every analyst, and even the President of the United States has said it’s going to get worse before it gets better. Well, I say “better” has already come if you simply just do it – I mean go for it! What better time than now to take a risk, take a chance on a new promotion, a new product, or a crazy scheme that might actually make you stand out from the crowd? There is no question that many small business owners are either cutting costs, laying off staff, or closing their doors. But what I don’t understand is why? I mean, yes, I understand that much of the gloom that is being reported is current and valid day to day right now. But what I don’t get is why so many business owners think that they can continue to do what they have always been doing – and not change their own paradigm. Some of the most creative and prosperous companies unfolded during recession times. La-Z-Boy launched its iconic recliner in 1929 right before the stock market crash. Guess it did pretty well. In 2003, Apple did the same, by creating innovative new products that excited customers – and customers were more than willing to open their wallets for them. Walmart created huge jugs of pickles and offered them at an extraordinary price. Customers may not have needed pickles, but they saw the value in the size of the jug in comparison to its price. Now is the time to put on your Nikes, measure your results and just do it!