It seems like I can’t get away from the phrase “uncertain times” or “uncertain economy”. I hear it consistently and read it in marketing content all the time.

I’m sure you’ve heard it… the ads that say things like “in this uncertain economy” or “in these uncertain times, you need blah blah blah…”

Here’s my problem with it: when have times been certain? When has the economy automatically ensured success for you? One thing I’m certain about is that there are no free rides, and for the most part success is the result of hard work.

Here are some things that are true about today’s marketplace:

• Businesses must work very hard to survive and succeed
• Prospects demand value and want to make good decisions with their money
• Businesses must be smart about where they are spending money
• Smart marketing is critical to find new clients and retain existing ones
• Business should create efficient systems to ensure that they are operating smoothly
• Customer service should be high priority

If you talk to someone about today’s “uncertain economy”, all of these things come up as solutions to fighting through it. However, is any of this different than it was 3 years ago? 10 years ago? Shouldn’t these things always be a priority?

I don’t consider any economy “certain”. Success still takes commitment, hard work, and a strong work ethic. I’d rather focus on those things than the uncertainty of the economy.

We shape our own futures. Where is your energy going?