ForeThought: Leading the return to normal

September 1, 2010 | Mary Hennessy

My investment advisor is always saying “buy low and sell high.” Paradoxically, that’s intellectually logical but emotionally difficult for me. I usually want to do the opposite with my modest retirement account: Sell when the price is low because I’m scared, and buy when the price is high because I feel optimistic.

Investment in your business can be similarly illogical. When business is bad, often spending on the very things that generate business is curtailed. It’s illogical, yet understandable.

Every time I read or listen to news that overanalyzes every small data point predicting economic disaster, I want to take a mallet to my radio. Consumer and business confidence is shaky. Our fragile psyches tend to overreact, and reporting on what might happen becomes a self-fulfilling prophecy. Bad news and fear attracts an audience. The financial media are just as aware of that as your 10 p.m. news broadcasters.

Despite the ongoing fear mongering, most experts seem to agree that the worst is over. Some say that we are going back to a “new normal”—someplace not as nice as the place we once enjoyed. Maybe so, but economic indicators are mostly up, and it’s an undisputed fact that those companies who lead the return to normal will reap more rewards.

So how do we overcome our collective anxiety response? One word: action. My own microeconomic indicator is watching new exhibitors and advertisers buying exhibit space at IFAI Expo Americas 2010 and investing in advertising in this magazine and the six others published by IFAI.

Over the last three months, I have witnessed a definite uptick in the number of companies that are investing in their businesses with advertising and exhibit plans. It feels like spring in Minnesota; we’ve made it through the cold, dark days and welcome the exhilaration of life renewing.

The show floor map is full. The exhibitors are planning now to meet you and see how they can assist you in your business. There are dozens of seminars, meetings, social events and networking opportunities at the show, all geared toward helping you learn, build relationships and become more profitable.

IFAI Expo Americas 2010 in Orlando, October 27–29, signals a return to business as usual or the “new normal,” whichever we get. It’s time to get back in the game. We need to set the tone, shake off the fear and get back to doing what we do, with optimism and confidence.

This magazine tells the stories of successful companies and people in all types of specialty fabrics businesses. Our cover story this month and every month shines a spotlight on someone who is facing many of the same challenges you might be facing and has found a way to succeed. We present it with the hope that you will glean some useful ideas from another company’s example. The Review also showcases new products and innovations in every issue. You’ll find examples of new ideas, excellent products and smart people full of entrepreneurial spirit.

The in-person version of the Review magazine—IFAI Expo Americas 2010—comes to life this October in Orlando. Hope to see you there!

Mary Hennessy is the V.P./Publisher of Specialty Fabrics Review.

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