Steering Your Small Business Through Trying Times

Steering Your Small Business Through Trying Times
Free-Photos / Pixabay

Adam Witty is the founder and CEO of Advantage|ForbesBooks and the ForbesBooks co-author of the book Authority Marketing. He discusses the steps small business owners can take to steer their companies through these trying times.

Play Quizzes 4

Get Our Activist Investing Case Study!

Get the entire 10-part series on our in-depth study on activist investing in PDF. Save it to your desktop, read it on your tablet, or print it out to read anywhere! Sign up below!

Q3 2020 hedge fund letters, conferences and more

Witty says, “One of the most important things is to be transparent with employees about where the business stands. Share with your team, in calm and rational terms, what impacts you expect on your business and what the business is doing to try to mitigate those negative impacts.”

Maverick Capital Slides 22.9% In Q1, Short Bets Yield Positive Returns [Exclusive]

investor 1652197064Maverick Capital's flagship hedge fund lost -22.9% in the first quarter of 2022 according to a copy of the firm's quarterly update, which ValueWalk has been able to review. The firm's flagship fund, Maverick Fundamental Hedge, accounts for $3.7 billion of the group's $8.1 billion of assets under management. Even after losses in the first Read More

Tips To Steer Small Businesses Through Trying Times

  • The efforts business leaders should make to communicate with their employees during times of crisis.
  • How leaders can project calm, when they themselves have concerns and may be anxious.
  • How to identify opportunities that could arise for businesses in troubled times.

“In times of great uncertainty, communicate more not less,” he says. “In the absence of information, people tell themselves stories, and I can promise they are bad stories.”

Also, now is a good time to get innovative, Witty says, so brainstorm with your team about alternative ways to bring in revenue if your usual sources have been disrupted. Witty’s own company created new publishing and marketing products aimed at potential clients who may be more cost conscious during these tough economic times.

Finally, business owners and CEOs need to project calm, he says. When a leader is anxious and fearful, everyone will pick up on that and they, too, will become anxious and fearful.

“If your employees see that you are worried, they will begin to think it is all over,” Witty says. “We can't control the situation we find ourselves in. But we can control how we react to the situation, and how we react will dictate our results.”

About Adam Witty

Adam Witty, co-author of Authority Marketing: Your Blueprint to Build Thought Leadership That Grows Business, Attracts Opportunity, and Makes Competition Irrelevant, is the CEO of Advantage|ForbesBooks. Witty started Advantage in 2005 in a spare bedroom of his home. The company helps busy professionals become the authority in their field through publishing and marketing. In 2016, Advantage launched a partnership with Forbes to create ForbesBooks, a business book publisher for top business leaders. Witty is the author of seven books, and is also a sought-after speaker, teacher and consultant on marketing and business growth techniques for entrepreneurs and authors. He has been featured in The Wall Street Journal, Investors Business Daily and USA Today, and has appeared on ABC and Fox.

Updated on

Jacob Wolinsky is the founder of, a popular value investing and hedge fund focused investment website. Jacob worked as an equity analyst first at a micro-cap focused private equity firm, followed by a stint at a smid cap focused research shop. Jacob lives with his wife and four kids in Passaic NJ. - Email: jacob(at) - Twitter username: JacobWolinsky - Full Disclosure: I do not purchase any equities anymore to avoid even the appearance of a conflict of interest and because at times I may receive grey areas of insider information. I have a few existing holdings from years ago, but I have sold off most of the equities and now only purchase mutual funds and some ETFs. I also own a few grams of Gold and Silver
Previous article How Quickly Musk Took Over Bezos As Richest Person
Next article How Non Fungible Tokens Are Connecting Cryptocurrency to the Real World

No posts to display