We’ve been collectively holding our breaths in hope that if we just wait out this economic SLOOOOW-DOWN long enough, it will get better and we can go back to business as usual.

It’s time to exhale and breathe and realize this is it, we are not returning back to the way it was anytime soon.

Once we let go of hope as a strategy, we can access the power to get in action.

The question is, now what should you do?

Here's my advice to myself, my business partners and my clients:

Focus on your core essence. This is what you do, who you do it for, and the value you give. This is your brand. Re-examine your core in light of the changing world. Make sure everyone in the organization is aligned on your brand. They need to feel it and own it. When that happens, a powerful alignment is created.

Re-examine your value proposition and client/customer base. Does your product or service still have the same value? Keep your pulse on your customers, their concerns and how your product/service is matching that. Are your clients/customers still the same? List your target audiences, list their concerns and how you address those concerns.

Create a marketing plan given the new realities of the marketplace. How does your target audience get information and make decisions? What do they need to know about you to buy?