Last week, my colleague Dan Biesma in Europe, wrote a blog post saying the end is near – the end of the recession that is.  I keep waiting to see the headlines in the newspaper and on the Net:  “The Recession is Officially Over! Life Can Get Back to Normal.”  This recession may not have an official “end” - it’s more likely we will gradually shift to a new normal that’s ripe with opportunities for companies who are ready to play big.

The new normal will have some exciting innovations. To weather the recession, we’ve all been forced to be more resourceful, efficient, and creative, which has shifted the way many companies do business.  Companies have become lean and mean, and displaced workers with an entrepreneurial spirit have opened new businesses.

As we begin the new normal, it’s important to take stock of where you are and addresses any internal issues that could stunt your culture if left unattended. Here are three tips to help you get ready to play big in the new normal:

1. Reevaluate and reinvigorate your mission and vision. As you come out of a downturn, be sure that your mission and vision still apply to your business. Make any changes that need to be made, then re-enroll your teams. During the recession, there have likely been lots of distractions, stress, and gossip as layoffs have been made and people have been forced to do more with less. This is a golden opportunity to re-enroll and reenergize. This will also help it become clear who’s with you on your team and who might need to move on to other opportunities.
2. Reassess your marketing promise. Are you still fulfilling on the promise of your brand(s) and the promise to your customers? What needs a tune-up? Examine key processes. Take a hard look at your products and services. Companies who are promising one thing and delivering another quickly lose integrity with customers during a time they need it the most.
3. Re-hire for success. Now’s the time to be poised to hire the best people to support your mission and vision and bring them on-board in a way that empowers them for success. As you begin to add back to your team, make sure you have hiring, on-boarding, and training programs that support your brand and marketing promise.

Smart companies can leverage the end of the recession as a re-birth.  This is not the time to nurse your wounds and feel sorry for yourself but to re-build, re-energize, and recommit to your business in the new normal.  This begins with a clear vision, the right team, and the right communication with your customers and your employees.

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