While economies see economic highs and suffer from economic lows, individual companies don’t have to go through this same kind of cycle.
I know that goes against common thinking. But think of it like this: Big companies like General Foods, Geico, FedEx and Microsoft began operating during tough economic times, including the Great Depression. And while they’ve had their ups and downs, those and many others are still around and doing well.
And other businesses of varying sizes, whether old or new, thrive during such crises. How?