I’m a firm believer that though we can’t always control the events that affect us, we can always take charge of our responses. I would say that the ability to see a range of possibilities in every turn of events and to make the best of things is probably a quality shared by effective marketers.

A popular definition of insanity is “doing the same thing over and over and expecting a different result.” This deep and lasting recession shows that companies which persist in doing the same old things are often getting different—and disappointing—results.