Don't take your foot off investment pedal. It is tempting to reduce your R&D budget, even a little to make things easier. Don't fall into this trap. When you look at companies that consistently grow, you'll find that they invest wisely in their R&D programs during uncertain economic times. When times are good they invest even more. New products are lifeblood of most organizations. Defining a need and filling it with your technology is best way to get through turbulent times and set-the-stage for renewed growth in better times.

Move products to market faster. Develop a few "quickie" projects that enhance or add to present products. Find ways to get these products in hands of your sales reps sooner than normal. Remember that a sales person needs a reason to visit a customer. It's even more important to give them that reason when times are slow. More often than not, while he is introducing new or enhanced items, he will sell legacy products or get a line on a new project.

It's always about customer. Tragically, during rough economic times, companies become in-ward looking and lose focus on customer. Companies begin to find ways to cut costs and usually this means reduced service to customer. The financial people convince you that reducing warranty will help reduce corporate liability. You ask about all sales literature being used and decide a 10% cutback won't hurt you. And so on. Reject these and any other idea that is a backward step in customer service level.

Again, get creative. Many customer service ideas cost little and mean much to customer. Talk to your customer more during turbulent times. Find out what their business is doing?

Determine how you can better service them. Find ways to make their buying experience even better. When was last time CEO or President of company sent a letter to your customers thanking them for their business? IT technology makes this too easy not to make it a routine and something that can be inserted quickly. Do you routinely survey your customers on your service, product, quality level, etc.? If not, begin it today. IT can help and e-mail makes it easier and cheaper than ever. One caution on surveys - make sure you act on feedback. Assign a team of sales people to each customer. It's easier than it sounds. The team should consist of an inside sales support person, a technical person and a salesperson that leads team. Make it known to your customer that they have a special team working for them. Proactively and timely communicate bad news to your customer. If you can't meet delivery you quoted, let them know. Honesty is still best policy.

Use technology and Internet. It's accepted, pervasive, and efficient to use. There are ways to inform without being intrusive to your customer and potential customers. And good news it that it's inexpensive too. Create a weekly or bi-weekly eNewsletter. Send out information on products or programs. Revisit legacy products. There must be plenty to brag about.

Study HP's, GE' and Emerson Electric's of this world and you will find that these are well run companies that find ways to take advantage of a soft economy. They seek opportunities. They strengthen their market position by investing in new products and service that better serve customers. They hammer away at timid competitors more easily taking market share from them.

But they never, never hibernate with bears!

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Profits - a good steady, better than average return for type of business

Enjoyment - their happy with their investment, customers and staff are happy. Theyre all smiling.

So how do you progress to fulfil all these measures? What strategy should you follow?

I would recommend using natures strategy - fundamentals of evolution and genetics that can cope with an ever-changing business environment and yet create great species.

The only thing that is certain is change.

Here are two factors you need to get on top of measures that determine a great business

Control and stability - nature reproduces with great fidelity - only making one mistake in 1 billion, you need to learn how to do your work predictably and reliably, time and time again over generations of staff that will move through your business.

Constantly adapt - nature has great diversity and variety. This diversity stems from these rare reproduction errors or mutations in genetic building block structure. These new genes that lead to new traits or capabilities that sometimes give a better fit or have an advantage in current environment and so flourish. Its survival of fittest.

Nature does not start all over again with a fresh start, it builds on best it has today.

To mimic this process in business you must move slowly and in small steps, build everything in building blocks, and learn from your mistakes and that of others. To gain diversity you need to maximise outside influence, for example, by building a powerful contact network and hiring staff with different backgrounds to bring new capabilities and skills.

Your first move to becoming a great business by meeting above customer and staff measures is to begin to adapt slowly, building on best you have today to gain control and enhance your diversity or capability.