Table of Contents
1 Surviving Difficult Economic Times for the Big and Small
Shifting Markets and Public-Relations Mistakes
Chasing Trends and Shiny Objects, Too!
The Small Town Rule: Plan for Zero
Applying Small Town Rules to Big Brands Survival: Planning for Zero
Planning Ahead Is a Survival Strategy
Summary: Things Don’t Always Go Up
The Small Town Rule: Plan for Zero
Forest City, Iowa: Population 4,100
2 The New Normal: Profiting When Resources Are Limited
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