I vividly remember the macroeconomics class in which I learned about counter-cyclical economics, essentially doing the opposite of what the economy is doing. For example counter cyclical fiscal policy is expansionary government spending to stimulate a contracting economy.
I want to make a case for counter-cyclical business decisions. As consumer spending contracts, sales even out and budgets may be cut, brave are the CEO, CTO and CMO that choose now as the time to invest in building competitive advantage.
The original iPhone was launched in 2007 during the Great Recession. AirBnB came shortly after.
Necessity can really be the mother of radical innovation and scarcity drives entrepreneurship.
So get out there and invent, disrupt and challenge – this is the perfect moment!