Here’s guessing: 2009 will be a year during which more people than average experience life upheavals. With hundreds of thousands of layoffs, companies closing and money shrinking, it seems obvious that security elements of our lives are getting trampled. In a new book, The Tyranny of Dead Ideas by Matt Miller (jokingly characterized in one review as “Commie Pinko Socialism”) Miller proposes that we can’t expect what we’ve come to expect (health care from our employer, cradle-to-grave work from same said employer, etc.) and proposes new solutions. Government solutions, largely.

That’s one look at cataclysm, unexpected turns and renewal. Some of the change I expect to see, in myself and others, will be from within. Frankly, I’ve had a window-view of big change as of late – I lost a husband – a good one! – to heart disease suddenly in 2006, and my two young sons have done what young sons often do – they went off to college and life, calling and emailing me remarkably often but nonetheless no longer daily eating my hotdog casserole (recipe not necessary) or savoring my daily advice on Girls, Grades and Grammar. That was big change in my book, and I’m slowly following it with big renewal – closer ties with old and new friends, new love, a new blog (this one! this one!) new speaking engagements, and an updated love affair with boats. Plus, less visibly, a new viewpoint. A few examples: I can now imagine being released from a job (although since I’m self employed I can always have a job, just maybe no pay). Or ending a relationship (personal or business) that makes one feel uninspired or less than worthy. Or perhaps exchanging a spacious home and an hour-long commute for an apartment in town from which one can walk, or bike, to the office. These days I can imagine not only the fear, but also the eventual liberation that a once-unwanted change could bring. Fear and uncertainty aside, I finally see that big change can mean new opportunity – the cliche “when one door closes one door opens” is sometimes true.

Enjoying your day?

More smart? Smarter, that’s it.

I guess I knew this, but I forgot. Some of us, and I suspect this includes many entrepreneurs and creative types, work way better under pressure. Not only that, we learn so much more when we suspect it’s vital, not when we’re feeling la-di-da. We also learn more when there are fewer people on hand to help us, like when those people are really busy doing their own thing that we’ve already assigned to them, or maybe they’ve thrown in the towel and moved to a faraway island. (And I’m sorry if I caused that… really I am. You know who you are.)

About learning under duress, stress and the rest. I’m of the generation that grew up not attached to a keyboard. No, I had to learn the hard way – as a young adult. And I’ve gotten pretty good at installing software, troubleshooting, even making an incompatible printer work with my Mac! (Four hours it took, four full hours!) For 2009 business planning in Dismal Economy World, I know it will be important to reach out to clients and prospects in a whole range of ways – from speaking engagements to media relations, mailings to direct personal outreach.

Even as a veteran marketer, I learn new skills when I have to perform unfamiliar hands-on tasks. Like running a slide projector (this is the stuff of nightmares for a verbal learner with no mechanical skills whatsoever). You’d think that the scary part of speaking in front of a large crowd would be… speaking. But for me it’s displaying that damnable PowerPoint presentation. IF I have one.

So, in the perpetual interest of finding something lovely in nearly any situation – just think how much you’ll learn this year! With so little support! How many new horizons! What an enhanced professional you’ll be. Me, too, I hope.

Of course the economy is shaky now, that’s pretty obvious. But let’s say you’re a marketing VP and your manager awaits your 2009 marketing budget. Or you own your company and need to decide…

What to do?

Impassioned self-interest aside, I’m going to suggest you continue to manage a solid marketing program. But how can you justify it to your boss… or yourself?

The big picture:

-The US government is pouring its heart and soul (and its apparently endless “spare” cash for which we’ll pay later) into an economic recovery plan so unprecedentedly massive that chances are good it will have a positive impact during 2009. (Okay, chances are maybe 55-45, but anyway…)

-Even though McCain has now assured us that he will win, there’s a very big chance that he won’t. And that is good news for the economy even in the short term. Barack Obama is a rock star. He’ll start his term with a groundswell of excitement among the public, both here and abroad, and that will support optimism and some economic improvements – even now, many Americans are optimistic that the economy will improve. Consumer confidence matters a lot.

-Marketers have better tools than they did in the past. As a prime example, detailed return-on-investment analytics mean that marketers understand (and can defend!) how specific marketing investments are panning out and no longer feel a pressing need to scale back for the sake of short-term savings.

-A recession does not mean that business stops in its tracks. In fact, some sectors continue to do well. Selling to the military? Selling products to kids (believe it or not, that’s one of the last places some families cut); health care products; anything that makes business, the home, or life itself more efficient; or anything that demonstrably saves money – you have an opportunity to shine right now. Oh, yes, and therapists apparently do very well in these times, but that’s just a side note!

-Not in such a great sector? Still, business, even if slower, goes on. Your smart marketing helps improve your market share while competitors are pulling back and missing opportunities.

-Pulling back and losing business is a vicious cycle. Cutting your marketing is a good way to start a downward journey.

-In all this, it pays to be smart. Being consultative, showing you have your prospect’s interests at heart, showing how your product or service solves a problem… now is not the time for vapid or unfocused marketing – as if there ever is such a time!

The little picture:

-Okay, if you have to cut a little bit from the budget, even after all I’ve tried to tell you, so be it, Jedi. Please make sure the dollars you do spend work especially hard – public relations, the Web, interactive communications, newsletters, and targeted outreach to very specific prospect groups should always be part of your plan.

It promises to be an interesting year. Your thoughts?