How To Recession Proof Your Business

We’ve just come out of a boom. For the first time that I’m aware of, there were far more leads than there were people to hire to service, business, etc.

Many people built million-dollar businesses in record time.

But the market is cooling off.

Leads are slowing down.

For those new to business if feels like leads dropped off. Those of us who’ve been through these economic cycles see that leads are getting back to normal.

Moreover, we’re ripe for a correction. I.e. a recession.

They happen every 18 years or so.

After building out business through the Great Recession, here’s exactly what I’d do to make my business recession proof moving forward…

Focus on relationships.

People do business with and refer business to people they know like and trust.

Referrals are your best chance for succeeding during a downturn.

Ad spend is going to go way up. Lead costs are going to go up and the economics won’t work for you anymore.

So you better have the following systems in place:

Step 5 & Step 9 of the DYB System:

Step 5 is Networking:

BNI, Chamber, & Rotary. Being involved in these organizations and building relationships saved my hide.

Step 9 is Staying Top of Mind:

We get so busy chasing new leads that it becomes our only habit for growth.

What we forget is that we have a list of raving fans that we let forget about us.

All you have to do is find creative and warm ways to stay top of mind.

To recap, develop and nurture relationships and then nurture your customer list because those are relationships too, and you’ll have the best chance to recession-proof your business.

Dream BIG
Hustle Smarter
You’ve Got This!

Steve Burnett 🙂

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About the Author

As many of you know, my journey has been one of grit, grace, and transformation. At 19, I was a high school dropout, single father, and struggling paint contractor in Michigan. I later moved to Florida, where I faced both personal and professional hardships. With nothing left to lose, I turned to prayer—and was blessed with a relentless hunger to learn. I devoured books, attended seminars, and discovered better ways to streamline and grow my business—even through the Great Recession (and yes, I did hit the wife lottery along the way!). In 2014, I published How To Double Your Business and later sold the painting business, launching a new chapter: coaching others to grow their businesses. For the past 10 years, I’ve dedicated myself to helping business owners scale through the DYB System, while also drawing from frameworks like EOS, Scaling Up, and The Four Disciplines of Execution. Yet something was still missing—something more adaptive, integrated, and complete. Then I found Pinnacle. After months of research and interviews with other Guides, I joined Pinnacle. Their tools and strategies have exceeded every expectation. Now, as a Pinnacle Business Guide, I help leadership teams implement a custom-tailored operating system that draws from the best in the industry—but flexes with your unique business. It’s a dynamic, proven approach to achieve clarity, momentum, and lasting growth. I’m no longer taking on any more 1:1 coaching clients… Instead, I now specialize in working with visionary business owners who are ready to get their leadership teams aligned—around a clear vision, a focused strategy, and an actionable execution plan. With the tools and process I now have as a Pinnacle Business Guide, I help turn alignment into momentum, and momentum into results. If your business is growing—but your leadership team isn’t fully rowing in the same direction—let’s talk.