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OPINION: Shedding marketing staff may create more problems than it solves

  Lisa TurnerIf you look around at the majority of businesses, they don't experience the kind of success they would ideally like. What many businesses do is to look at what other companies are doing and copy that.

For example, they might recruit in good times and then shed staff to ride out an economic slowdown. Unfortunately this is the business equivalent of investing in the stock market when share prices are high, and selling when they are low.  In good times you are competing with everyone else for the best talent, and when you shed staff you will likely lose your best talent.

But in a recession there are companies that don't only survive, they thrive.  What do they do differently to succeed where others fail?