By Michael Mark, creative director/ceo @nyca
You may need to reduce staff – the P&L Statement will have its say. You may need to cut services – it goes hand and hand with lost revenue. You may need to cut salaries – that hurts but maybe it’s better than losing a job. But with all the cuttings you cannot lower your standards. In fact, you must raise them.
With less money and fewer people and less time, you must actually give more. If you don’t, things will just get worse. You will have fewer clients because you will not be as valuable. More, you will have less self-respect because you haven’t been doing everything you can. Don’t let the recession take away your self esteem.
Cut your scope, cut your deliverables but in everything you do deliver, give more. Do it with even greater care than when the budgets were there. Yes, you might need to do less but do it better. You will have lots of excuses not to. The economy will weaken your resolve — that’s where it gets nastiest. But don’t give in, give more. You will keep your clients. When your competition succumbs you will get their business. Offer a fourth idea when you usually share three. Make the extra client call. Look over the work for another time to see how to make it better. Spend more time with your staff, listening more is giving more. What ever you do quality is non-negotiable.
During cuts you need higher standards to keep your head and company morale raised. How else are you going to get a glimpse of the future?