More and more organizations are talking about value. This is good, because business success depends on offering something of value to those who value it and thus, are willing to pay good money for it.
But then I hear those same organizations talking about the tough economy. Suddenly, it isn’t about them and the value they provide. Business is down because of external factors beyond their control.

Of course there are external factors beyond their control! Always have been. Always will be. Always a little different from the time before. Change is inevitable. Neither good, nor bad, just inevitable. And a tough economy is just one type of change. 

When dealing with change, you have three choices, and two of them are bad:

1. Ignore the possibility of change
2. Dread the change and hope it goes away
3. Embrace the change

Those who ignore the possibility of change never look up to see what is coming at them. The value they provide loses its sheen and the customer base evaporates. When the change finally eats their business alive, they are taken completely by surprise.

Those who dread the change and hope it goes away, become victims. They assume they are providing good value, and when things improve, business will boom. They are worse off than those who never see it coming because they are more miserable in the meantime.

Those who embrace change, whether a faltering economy, new technology, or market mood swings, are always looking for new ways to provide value. They never attribute longevity to a value proposition. They know that if they provide real value, business will be good. There is always someone for whom
business is good. They know that if they are alert and agile, they can be at the open spigot.

But even those who embrace change, don’t always find the spigot. They live and learn and go looking for another spigot. Most importantly, they know that if it isn’t valued, it isn’t value.