I’ve lived through the headlines of war, pandemics, platform changes, and now the pace of AI. Every time the world shakes, I see the same pattern. Panic eliminates those who are not prepared. The rest of us have a choice: freeze or move.
My opinion is simple: disruption is not the enemy – stagnation is. Marketing is not disappearing. The demand does not disappear. What changes is who is willing to adapt more quickly and do the real work when the noise is loudest.
The bear in the woods and the business lesson
There is a story that I love. Two people see a bear charging. One kneels to tie his shoes. The other shouts, “You can’t outrun a bear!” » The first responds: “I don’t need it. I just need to distance you.”
This is how I deal with every shock. I don’t need to beat the crisis. I have to beat the slowest competitor. When chaos strikes, I don’t wring my hands. I put on.
“I just have to adapt and change faster than the others and be better than the new guys coming in… For me, it’s an opportunity.”
What the iOS change taught us
The 2021 iOS tracking change revealed a harsh truth. For years, some “marketers” didn’t understand how marketing worked. They invested a dollar, got five back, and called it a strategy. When the signal became blurred, this model collapsed.
Adjusted real operators. We reconstructed the measurement. We relied on creative, content and comprehensive thinking. Many contenders did not. They sold. They withdrew. And a wave of companies has been run by hired executives without the founders being fired.
“All I did was eliminate a ton of my idiot competitors and perfect a group of strong agencies… Now they’re run by hired executives… We’re still charging hard.”
This change has made it easier for us to acquire talent and customers. We kept our soul. We stayed close to work. While others coasted, we sprinted.
Why Businesses Really Die
Businesses don’t collapse because the news is scary. They collapse for two reasons: the market truly disappears, or the founders give up. The first is rare. The second is common.
Most businesses die from panic, not pressure. People binge on social media shots and start predicting disaster. It’s not a strategy. This is self-sabotage.
“Turn off your social media and just manage your business. See change as the opportunity it creates, not the risk it creates.”
AI: don’t be afraid of it, don’t sleep on it
AI is not the apocalypse. It’s not a magic wand either. It’s a new set of tools. Use them to work faster. Use them to test further. Use them to inform, not replace, judgment.
My position: don’t be afraid of AI, but don’t take a nap on it. Those who learn it early will replace those who don’t care or panic.
How I run into the storm
Here’s the simple playbook I use when things get “crazy.” Try one, then pile on the rest.
- Reduce the noise: Limit social feeds and doom cycles.
- Audit what still works: channels, offers, creatives, prices.
- Double down on proven winners; break, the obvious losers.
- Test two new bets every week with clear metrics.
- Hire great people while others keep a low profile.
- Call customers more. Listen more. Act faster.
It’s not glamorous. That works.
The advantages of turbulence
Each shock causes the number of competitors to drop. The weak output. New faces appear. This is your window to gain share. If you can keep your cool and move quickly, your position will harden while the others drift.
I don’t encourage chaos. I’m preparing for it. I foresee an advantage. And when it happens, I treat it like a market share fire sale.
Last word
Stop letting fear rule the business you’ve worked so hard to build. Lace up. Move first. Learn more, surpass yourself and survive. That’s the whole game.
My challenge to you: choose one action from the list and do it today. So make another one tomorrow. When the next shock comes – and it will – you won’t flinch. You will gain ground.
Frequently Asked Questions
Q: How can I find opportunities when the news is dark?
Start by reducing the noise. Look at what’s still converting, remove what’s clearly not, and run some quick tests. Momentum creates clarity.
Q: What should I do first with AI in my business?
Choose a slow workflow: research, ideation, basic drafts, or analysis. Layer AI on top, set quality bars, and measure time saved and output quality.
Q: How can I compete with big companies during an economic downturn?
Gain speed and care. Shorten cycles, speak directly with customers and make decisions faster. Big companies move slowly; use this window.
Q: What metrics are important when tracking becomes more difficult?
Mix the signals: MER (total revenue/total ad spend), channel-level trends, improvement testing, and cohort ROI. Don’t rely on just one dashboard.
Q: How can I keep my team stable during chaos?
Share the plan, set weekly priorities, celebrate quick wins, and remove blockers quickly. Calm leadership and precise execution beats panic every time.
