Lots of companies still operate under single purpose that drove a founder to start company long ago. L.L. Bean has not only survived, but thrived by adhering to Leon Leonwood Bean's mission set in 1912. He formulated it based on his passion for outdoors, a profound belief in honesty, and an unwavering commitment to quality and customer satisfaction. That has defined business for 89 years!

The greatest mistake companies make is to forget what their mission is. It makes things foggy, undefined, confusing. Principles and policies, and more importantly marketing materials, can get formulated according to department manager whims. How can your company message stick in minds of your target audience if you don't know it yourself?

Once you determine your company mission, it should play a part in every business decision you make.

Case Study: Buyers United, Salt Lake City, Utah, founded 1986

In operating like a coop, or buying collective, company would set out to get reduced rates on services like long distance telephone and Internet service. As membership increased and so did company's buying power, more services would be added to menu.

No question about it, our economy is going through a tough spell. But not everyone is hurting. Many businesses make big gains during times like these.

Just check Fortune 500 for major companies that started in somebody's garage during Great Depression, or during horrible recessions of 1970s, or during downturn of early 90s.

Good ideas and hard work flourish no matter what economy looks like. Here are three simple ways to help you succeed no matter what.

1. Cut costs now! Look for little purchases you can do without. Try to cut down on non-essential services that bill you each month. Cutting even a few small items can quickly add up to big savings. You can count those savings as increased profits or simply more cash flow to help you keep doors open when sales are slow.

By same token, don't do without products and services that are essential to your success. You don't want to throw baby out with bath water.

You can work an asset harder to make it produce a bigger profit. I often think we could do without some of web hosting services we buy. But then it occurs to me how we can use all those nice web features to better serve our customers and pull in more sales. Use use what you have with more intensity and efficiency.