10 Steps to Recession-Proof Your Marketing:
How to Grow (And Profit From) Your Early-Stage Fast-Growth Business During a Downturn. Published by Stuart McFaul. Copyright ©2023 Stuart McFaul. All rights reserved. No part of this book may be reproduced in any form or by any mechanical means, including information storage and retrieval systems without permission in writing from the publisher/author, except by a reviewer who may quote passages in a review. All images, logos, quotes, and trademarks included in this book are subject to use according to trademark and copyright
laws of the United States. MCFAUL, STUART, Author The book is printed in the United States. 

How to Grow (and Profit From) Your Early Stage Fast-Growth Business

Published by Stuart McFaul

Copyright Etc.

GROWING A LIVING BRAND

10 Steps To Recession-Proof Your Marketing

HOW TO GROW (AND PROFIT FROM) YOUR EARLY-STAGE FAST-GROWTH BUSINESS DURING A DOWNTURN ~ By Stuart Mcfaul

Contents:

Endnotes

Given the dynamic nature of online resources, you may find one or more of these links is changed or removed. 

We apologize in advance for the inconvenience.

Michael Chui, Roger Roberts, and Lareina Yee, “McKinsey technology trends outlook 2022,” McKinsey, last modified August 24, 2022

Arthur C. Brooks, “The hidden toll of remote work,” The Atlantic, last modified April 1, 2021

Arielle Pardes, “It’s Tough to Build a Corporate Culture in a Remote-Work World,” Wired, last modified February 23, 2022

Ben Winck, “Americans are in a ‘vibecession’ despite booming spending and jobs, and their gloomy outlook could drag the economy into a real downturn,” Business Insider, last modified August 14, 2022

Matthew MacLachlan and Megan Sweitzer, “Summary Findings,” United States Department of Agriculture, last modified March 24, 2023

Kerry Hannon, “Half of Americans feel worse off financially, highest since 2009,” Yahoo! Finance, last modified February 9, 2023

Lucia Mutikani, “U.S. consumer spending rebounds, but high inflation cooling demand,” Reuters, last modified September 30, 2022

Stephen Bartholomeusz, “Perfect storm: This could be the recession we have to have,” The Sydney Morning Herald, last modified July 28, 2022

Tim Bajarin, “How Big Tech Companies Ride Out Economic Downturns,” Forbes, last modified May 23, 2022

Kimberly Armadeo, “History of Recessions in the United States,” the balance, last modified October 19, 2022

The Economist Explains, “What is a recession?,” The Economist, last modified September 2, 2022

Nirmalya Kumar and Koen Pauwels, “Don’t Cut Your Marketing Budget in a Recession,” Harvard Business Review, last modified August 14, 2020

Brad Adgate, “When A Recession Comes, Don’t Stop Advertising,” Forbes, last modified September 5, 2019

Adgate, “When A Recession Comes, Don’t Stop Advertising.”

Charles Duhigg, “How Venture Capitalists Are Deforming Capitalism,” The New Yorker, last modified November 23, 2020

Kate Clark, “Unicorns aren’t profitable, and Wall Street doesn’t care,” TechCrunch, last modified March 26, 2019

Allison Smith, “What Is The Difference Between Transactional Marketing And Relationship Marketing?,” Meltwater, last modified August 26, 2020

Jim Harter, “U.S. Employee Engagement Slump Continues,” GALLUP Workplace, last modified April 25, 2022

Karen J. Bannan, “Employee Engagement Drops for First Time in 10 Years,” SHRM, last modified February 4, 2022

“Definitions of Marketing,” American Marketing Association, accessed March 29, 2023

Rohith K. R., “Ferrari’s Marketing Strategy of Maintaining Exclusivity,” The Strategy Story, last modified August 29, 2021

HT Auto Desk, “Ferrari earns as much profit selling 1 car as Ford does selling 908: Report,” Hindustani Times Auto, last modified April 29, 2020

“How AI Is Affecting Advertising and Marketing,” GetSmarter, last modified April 22, 2022

Louis Columbus, “10 Ways AI And Machine Learning Are Improving Marketing In 2021,” Forbes, last modified February 21, 2021

Diana O’Brien, Andy Main, Suzanne Kounkel, and Anthony R. Stephan, “Purpose is everything,” Deloitte, last modified October 15, 2019

Clancy Morgan and Jack Houston, “Why Apple products are so expensive,” Business Insider, last modified September 16, 2020

Lisa Crockett, “How being Purpose-Driven attracts High-Performers,” The Hire, accessed March 29, 2023

Russell Hotten, “Volkswagen: The scandal explained,” BBC News, last modified December 10, 2015

Lora Kolodny, “Patagonia founder just donated the entire company, worth $3 billion, to fight climate change,” CNBC, last modified September 14, 2022

Ben Wigert and Jessica White, “The Advantages and Challenges of Hybrid Work,” GALLUP Workplace, last modified September 14, 2022

Ian Cook, “Who Is Driving the Great Resignation?,” Harvard Business Review, last modified September 15, 2021

Jack Kelly, “Soul-Crushing, Dead-End Jobs Are The Reason Behind The Great Resignation And Quiet Quitting Trends,” Forbes, last modified October 25, 2022

Anthony C. Klotz and Mark C. Bolino, “When Quiet Quitting Is Worse Than the Real Thing,” Harvard Business Review, last modified September 15, 2022

Greg Rosalsky and Alina Selyukh, “The economics behind ‘quiet quitting’ — and what we should call it instead,” NPR, last modified September 13, 2022

Marco Nink, “The Negative Impact of Disengaged Employees on Germany,” GALLUP News, last modified April 5, 2016

MG Magazine Staff, “America’s Top Cannabis Employers 2022,” MG Magazine, last modified December 1, 2022

Marshall Fisher, Vishal Gaur, and Herb Kleinberger, “Curing the Addiction to Growth,” Harvard Business Review, last modified February 2017

Ido Wiesenberg, “Growth at all costs? Not anymore!,” Fast Company, last modified June 23, 2022

Gavin Fabian, “Why You Need A Customer Council In Your Product Development Strategy,” Forbes, last modified October 27, 2021

Tom Puthiyamadam and José Reyes, Experience is everything: Here’s how to get it right (New York: PwC, 2018).

Puthiyamadam and Reyes, Experience is everything

“Metaverse: the new CX channel,” Foundever, last modified March 20, 2023

Puthiyamadam and Reyes, Experience is everything.

Puthiyamadam and Reyes, Experience is everything.

“Intel Return on Investment 2010-2022 | INTC,” MacroTrends, accessed March 29, 2023

Jon Stokes, “Intel, AMD steal graphics market share from NVIDIA,” Ars Technica, last modified July 29, 2009

Bradley Johnson, “Amazon’s Ad and Promo Spending Topped $20 Billion in 2022, A New Industry Record,” AdAge, last modified February 8, 2023

“Marketers who cut spend risk losing 15% of their revenue during a recession,” Analytic Partners, last modified August 1, 2022

Jason Heinrich, Simon Henderson, and Melissa Lee, “The New Recession Playbook,” Bain & Company, last modified July 15, 2022

Heinrich, Henderson, and Lee, “The New Recession Playbook.”

“17 Recession Success Stories,” Inc., last modified January 1, 2008

The Investopedia Team, “Consumer Confidence: A Killer Statistic,” Investopedia, last modified May 16, 2021

“Investor Confidence Index,” State Street, last modified March 2023

Anna Wiener, “What is it about Peter Thiel?,” The New Yorker, last modified October 27, 2021

Neal McGrath, “What Happens to Unemployment During a Recession?,” Investopedia, last modified November 18, 2022

Bill Conerly, “Cutting Costs To Survive A Recession: How Far Should A Business Go?,” Forbes, last modified August 26, 2020

Nodir Ruzmatov, “Why a Recession is the Best Time for Outsourcing,” Forbes, last modified September 26, 2022

Bibliography

Adgate, Brad. “When A Recession Comes, Don’t Stop Advertising.” Forbes. Last modified September 5, 2019

American Marketing Association. “Definitions of Marketing.” Accessed March 29, 2023

Analytic Partners. “Marketers who cut spend risk losing 15% of their revenue during a recession.” Last modified August 1, 2022

Armadeo, Kimberly. “History of Recessions in the United States.” the balance. Last modified October 19, 2022

Bajarin, Tim. “How Big Tech Companies Ride Out Economic Downturns.” Forbes. Last modified May 23, 2022

Bannan, Karen J. “Employee Engagement Drops for First Time in 10 Years.” SHRM. Last modified February 4, 2022

Bartholomeusz, Stephen. “Perfect storm: This could be the recession we have to have.” The Sydney Morning Herald. Last modified July 28, 2022

Brooks, Arthur C. “The hidden toll of remote work.” The Atlantic. Last modified April 1, 2021

Chui, Michael, Roger Roberts, and Lareina Yee. “McKinsey technology trends outlook 2022.” McKinsey. Last modified August 24, 2022

Clark, Kate. “Unicorns aren’t profitable, and Wall Street doesn’t care.” TechCrunch. Last modified March 26, 2019

Columbus, Louis. “10 Ways AI And Machine Learning Are Improving Marketing In 2021.” Forbes. Last modified February 21, 2021

Conerly, Bill. “Cutting costs to survive a recession: How far should a business go?.” Forbes. Last modified August 26, 2020

Cook, Ian. “Who Is Driving the Great Resignation?.” Harvard Business Review. Last modified September 15, 2021

Crockett, Lisa. “How being Purpose-Driven attracts High-Performers.” The Hire. Accessed March 29, 2023

Duhigg, Charles. “How Venture Capitalists Are Deforming Capitalism.” The New Yorker. Last modified November 23, 2020

Fabian, Gavin. “Why You Need A Customer Council In Your Product Development Strategy.” Forbes. Last modified October 27, 2021

Fisher, Marshall, Vishal Gaur, and Herb Kleinberger, “Curing the Addiction to Growth.” Harvard Business Review. Last modified February 2017

Foundever. “Metaverse: the new CX channel.” Last modified March 20, 2023

GetSmarter. “How AI Is Affecting Advertising and Marketing.” Last modified April 22, 2022

Hannon, Kerry. “Half of Americans feel worse off financially, highest since 2009.” Yahoo! Finance. Last modified February 9, 2023

Harter, Jim. “U.S. Employee Engagement Slump Continues.” GALLUP Workplace. Last modified April 25, 2022

Heinrich, Jason, Simon Henderson, and Melissa Lee, “The New Recession Playbook.” Bain & Company. Last modified July 15, 2022

Hotten, Russell. “Volkswagen: The scandal explained.” BBC News. Last modified December 10, 2015

HT Auto Desk. “Ferrari earns as much profit selling 1 car as Ford does selling 908: Report.” Hindustani Times Auto. Last modified April 29, 2020

Inc. “17 Recession Success Stories.” Last modified January 1, 2008

Johnson, Bradley. “Amazon’s Ad and Promo Spending Topped $20 Billion in 2022, A New Industry Record.” AdAge. Last modified February 8, 2023

Kelly, Jack. “Soul-crushing, dead-end jobs are the reason behind the great resignation and quiet quitting trends.” Forbes. Last modified October 25, 2022

Klotz, Anthony C., and Mark C. Bolino, “When Quiet Quitting Is Worse Than the Real Thing.” Harvard Business Review. Last modified September 15, 2022

Kolodny, Lora. “Patagonia founder just donated the entire company, worth $3 billion, to fight climate change.” CNBC. Last modified September 14, 2022

Kumar, Nirmalya, and Koen Pauwels, “Don’t Cut Your Marketing Budget in a Recession.” Harvard Business Review. Last modified August 14, 2020

MacLachlan, Matthew and Megan Sweitzer, “Summary Findings.” United States Department of Agriculture. Last modified March 24, 2023

MacroTrends. “Intel Return on Investment 2010-2022 | INTC.” Accessed March 29, 2023

McGrath, Neal. “What happens to unemployment during a recession?.” Investopedia. Last modified November 18, 2022

MG Magazine Staff, “America’s Top Cannabis Employers 2022.” MG Magazine. Last modified December 1. 2022

Morgan, Clancy, and Jack Houston, “Why Apple products are so expensive.” Business Insider. Last modified September 16, 2020

Mutikani, Lucia. “U.S. consumer spending rebounds, but high inflation cooling demand.” Reuters. Last modified September 30, 2022

Nink, Marco. “The Negative Impact of Disengaged Employees on Germany.” GALLUP News. Last modified April 5, 2016

O’Brien, Diana, Andy Main, Suzanne Kounkel, and Anthony R. Stephan, “Purpose is everything.” Deloitte. Last modified October 15, 2019

Pardes, Arielle. “It’s Tough to Build a Corporate Culture in a Remote-Work World.” Wired. Last modified February 23, 2022

Puthiyamadam, Tom, and José Reyes. Experience is everything: Here’s how to get it right. New York: PwC, 2018

R., Rohith K. “Ferrari’s Marketing Strategy of Maintaining Exclusivity.” The Strategy Story. Last modified August 29, 2021

Rosalsky, Greg, and Alina Selyukh, “The economics behind ‘quiet quitting’ — and what we should call it instead.” NPR. Last modified September 13, 2022

Ruzmatov, Nodir. “Why a recession is the best time for outsourcing.” Forbes. Last modified September 26, 2022

Smith, Allison. “What Is The Difference Between Transactional Marketing And Relationship Marketing?.” Meltwater. Last modified August 26, 2020

State Street. “Investor Confidence Index.” Last modified March 2023

Stokes, Jon. “Intel, AMD steal graphics market share from NVIDIA.” Ars Technica. Last modified July 29, 2009

The Economist Explains. “What is a recession?.” The Economist. Last modified September 2, 2022

The Investopedia Team. “Consumer Confidence: A Killer Statistic.” Investopedia. Last modified May 16, 2021

The Investopedia Team. “What is a recession?.” Investopedia. Last modified March 28, 2023

Wiener, Anna. “What is it about Peter Thiel?.” The New Yorker. Last modified October 27, 2021

Wiesenberg, Ido. “Growth at all costs? Not anymore!.” Fast Company. Last modified June 23, 2022

Wigert, Ben, and Jessica White, “The Advantages and Challenges of Hybrid Work.” GALLUP Workplace. Last modified September 14, 2022

Winck, Ben. “Americans are in a ‘vibecession’ despite booming spending and jobs, and their gloomy outlook could drag the economy into a real downturn.” Business Insider. Last modified August 14, 2022