Thanks for the downgrade! A banner after vSA's own heart.

Damn the torpedoes. As president of a firm that follows the markets as well as economic and political news with a level of interest bordering on the obsessive, I recognize the downside of short-term thinking.

For example. Today: “The markets are sinking again! Egad! What does this mean for business conditions? Should I edit vSA’s 2012 budget planning?”

Uh, not so fast. In fact, with threatened double dips (sorry, these are recessions, not ice cream servings) coming as frequently as thunderstorms in summer, vSA has undertaken an ever more aggressive approach to business development and growth. Perhaps some of what is working for vSA can be of benefit to other managers and entrepreneurs – so here’s the executive summary.

vSA premises:

•In even the shakiest economy, some companies continue to forge ahead. These must be our clients. This means two things: vSA must be sufficiently effective that its clients see increased success based on our partnership. And vSA must select clients with the attitude and aptitude for success.

•Businesses must spend money to make money. Period. However, businesses need not waste money. vSA runs a tight ship but does not hesitate to invest in tools for growth. We look for the same mentality in our clients.

•There are an array of “sweet spots” with which any company worth running can make a major difference for its clients. Play to those. Here are just a couple of vSA examples as you consider your own sweet spots.  vSA can be a tremendous boon marketing for B2B companies who sell to specifiers, building management, engineers, contractors, designers, and/or architects. vSA knows Gen Y – especially when it comes to its preferences and aversions in banking and finance.

•A positive let’s-win-today-and-every-day attitude toward business, sales and marketing is the only approach that makes sense. Economic shock waves are not going away anytime soon.

Perhaps you’ve heard this possibly-true story before? British statesman and Prime Minister Winston Churchill, noted for his wit, at a party, talking with a socialite:

Churchill: Madam, would you sleep with me for five million pounds?
Socialite: My goodness, Mr. Churchill! Well, I suppose – we would have to discuss terms, naturally.
Churchill: Would you sleep with me for five pounds?
Socialite: Mr. Churchill, what kind of woman do you think I am?!
Churchill: Madam, we’ve already established that. Now we are haggling about the price.

As a business owner, there’s one thing I like about this recession. Just one, I think. And that one thing is this: during “challenging times” (gotta love that phrase) people show you who they are. (And now we are just haggling about the price.) I like to take advantage of these moments of exposure. When people show me who they are, they’re doing me a favor, albeit unwittingly. Here’s a fab-u-lous opportunity to learn who I’m dealing with, and to determine how (and whether) to deal with that person again. In some cases, the phrase “it’ll be a dark day in hell” flashes like neon in front of my brain when thinking about re-engaging with a person. In others, I find a new friend or mentor.

Quiz: Does your boss/client/spouse/”friend” crush you beneath her heel when she finds herself in control? BAD SIGN!

Carefully observe…

The way very privileged people treat service personnel – the best people treat others the best, do they not? – the way employees treat their boss when raises fail to appear or life is crappy (I consider the French trend of holding the boss hostage when he lays you off to be in poor taste, for example), the rabid way Newt Gingrich behaves in the face of a popular Obama administration, and the way partners and spouses treat each other when the pressure is on… these actions and attitudes can all be taken seriously.

Me? I’m really trying to be nice… especially after I hit the “publish” button today!