This is a time to go inside. Clean house, so to speak, as in a rapid growth period all our energies are focused outward, now it is time to look inward. This time gives us a chance to do some house cleaning, create more efficiencies within. Fat cat brands that had not addressed the rapid marketing and advertising changes because…… “why exert effort to learn something new when it is easier to just drink champagne” will have to address where they spend their marketing dollar and where to invest in the next generation of web reach. The magazine and TV ads are too expensive for what they bring and study after study shows the social media is here. It is expected by most industry professionals that TV as we know it will be on the web within 5 years. This rapidly changing medium requires an educated eye and an investment in the creation of the new next thing instead of lagging behind and not differentiating your brand from the others. This is a time when Darwinism will rule as the strongest, most innovative and forward thinking that implement a strategic plan instead of shaking in their boots…..will be the one to come out on top. Now is the time to bring in that consultant, create a new game plan, examine efficiencies internally, invest in R & D, and distinguish your brand both in products and in marketing approach. You can’t choose the economic environment but you can rise to the challenges.