If the recession is over where are the banners? | Cushing
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If the recession is over where are the banners?

One of the products that we bring to the marketplace is banners – banners on buildings, stanchions, lamp posts, storefronts.  Small or large, they are eye-catching, informative, and sometimes provocative.  They convey big messages and a sense of energy!

Recent headlines about the recession ending send a mixed message.  If the recession is really behind us, as most economists say, then why haven’t we seen expansion in the economy?  The lack of understanding lies in the fact that the definition of recession is very specific to an economist – and the fact that growth can be in very small increments.  Every aspect of the marketplace is SO cautious right now that growth is painfully slow.  We are not going to flip a switch to reset the economy – we are going to have to grow into prosperity much more slowly.

It is really frustrating for a small business owner to run with the big dogs – I know this is not news.  While we are bound by the same laws of economics as the rest of the marketplace, we don’t normally have the same resources.

When we have a Reduction in Force (sounds so much less threatening than Layoff) EVERYONE on the team is called upon to pick up some extra responsibilities.  Our staff has been remarkably flexible, understanding, and patient with the snail’s pace at which we are moving back to profitability.  But we didn’t reduce redundancy in the workforce – we asked individuals to learn new tasks, manage multiple priorities and exceed our already high quality standards.  Our bench was never very deep and now when someone is home sick we feel it throughout the organization.

All of our “spare” time is spent making it easier for customers to do business with us so we will be able to continue to deliver excellence in this leaner environment.  I can say without hesitation that we will be ready for what the market demands next year and the year after.  We are finding our feet in this post-recession marketplace and we are ready to start making more banners!

Cathie Cushing Duff

One of the third generation membership owners at Cushing, Cathie has been active in the organization since 1975. A graduate of the University of Toronto (St. Michael’s College) she attended the University of Chicago Graduate School of Business and has been a guest lecturer at the University of Illinois School of Business. A Past President of the North Central Reprographic Association and International Reprographic Association, she has served on the ReproMAX Association and Chicago Family Business Council Boards. When not exploring print and digital communications, her passions are family, knitting and crocheting. Visit Cathie’s Google + profile.

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