Alright, so we all are aware that recession is going on. We better call it a financial crunch. But when will it stop? Speculations are all over in the air. Some are saying, by the end of April, and others are of the view that it will take a long time to be at its normal! Who to believe? But we know what we have to do at a personal front. Cut costs, layoffs, freeze in wages, and other such things… Is there no other way out? Come on, think, there can be other ways as well to deal with this situation!

Of course, you can cut your advertisement budget, go into a super efficient work mode, tell your employees to come on weekends, layoff your non performing employees, cut their increments, produce more per head, put extra burden on employees because you know that they can’t say anything, spend less but earn more… what else?

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Several months ago, I was invited by Jeff Rohrs of ExactTarget to participate in a smart campaign they put together to get a few marketing minds to write a fictional “letter to the CEO” about what they would recommend to do differently in 2009. Jeff and his team have put all these suggestions together into an attractive PDF which you can download at http://www.exacttarget.com/letters. It features thinking from people like Andy Sernovitz, Ann Handley, Pete Blackshaw and many others, including myself. Here’s my contribution below – and you can download it in PDF format too.

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