The gist of my reply was that non “brick-and-mortar” businesses should focus especially hard on using their existing “brand evangelists” — those who really “drink the Kool-Aid” — to turn other repeat customers into brand evangelists. The larger point is that these firms should focus more on making it easy for repeat, happy customers to share their experiences with others, than on getting new business. Not to say that getting new business isn’t important, but recessions mean placing greater focus on using your existing customer base to the best of your ability.

Watching expenses and building a cushion of cash apply to any business, virtual or physical. We all need some financial breathing room so we can make it through a tight patch without going broke!

To go along with your central point about showing value, on a post by Chris Penn (http://tinyurl.com/2hc9yd) Matthew Ebel left a comment that fits perfectly into your thinking:
“Actually create something worth talking about. Economic tides will rise and fall, but if your product is of superior quality, you’ll rise to the top when the competition is stiffer.”

That goes right along with your point that we need to show that our work generates a return. If we aren’t generating value, we will be hurt by the tightening economy. If we have a track record of measurable success, if we can reference clients who can rave about what we have accomplished with them, if we can make a business case, we can continue to prosper financially.

When times are flush, it sometimes seems like any idiot can make money in whatever industry is the hot new thing. It’s the tough times that separate the performers from the non-performers.

I found your blog through Chris Brogan. Thanks for this great post.