Company Mission: "Our mission is to deliver high quality, essential goods and services at lowest price, and to help our members save money, lower their cost of living, and elevate their quality of life."

The statement was printed onto large framed posters and displayed clearly throughout offices. Telephone salespeople understood company mission from day one. The sales representatives explained mission, or "cause" to join forces in order to save, to potential new members.

The mission was foundation of total marketing effort. The company motto "Joining Forces to Cut Prices" was included under logo at all times. From new member welcome kit to phone cards to brochures and even to personal letters from president, mission was emphasized. Sales letters were often signed, "United we save" and "Let's go forward in partnership!" In monthly newsletter to members articles emphasized how many times since its inception company had pushed for and gotten rate drops. Persuasive sentences emphasizing company mission were worked into copy. A popular one was, "We're a group of consumers like you, organized to demand great rates on services we all need."

Brand new members, excited about company's mission, were interviewed, as well as long term members who had earned substantial rebates for referring others to company. That helped company multiply and achieve ongoing success. And that was made possible, largely because take-action, cause-related mission statement had been repeatedly and effectively communicated to members since company's inception!

Note: Buyers United changed its name to BuyersOnline.com.

Look for ways you can send some of your work to freelancers. With many companies laying off skilled people, there is no shortage of experts who are willing to help you by job or hour. Your small business can indirectly benefit from training larger companies spent billions on.

3. Concentrate on your core and jettison rest. Every business or professional has key products and services that are their main moneymakers. Look for ways you can emphasize your bread winners.

Get rid of tasks that don't make you money. If you can't see it turning a profit in near future, don't let expense drag you down.

Finally, don't believe all hype you hear. The media love to take a bad story and make it sound worse. If they get some information that business is struggling, they do what they can to make it sound like an unmitigated disaster. Of course, we can't lay all blame on news organizations. These are kinds of stories public likes.

The reality of situation is things are never as bad as they sound. No matter how tough things get, there are always opportunities. You can keep your dream alive if you continue to believe and persevere.

Did you hear true story about guy who made a fortune selling rugs on Afghan border? That is probably most desolate and troubled place in world. If he can succeed there, I have no question you and I can do well wherever we are.