The New York Times Op-Ed section today published a pretty provocative commentary on how people’s "Plan B" has been forever changed by the Depression of ‘09.

The gist of the piece was that for many of us, Plan B used to be a pleasant reverie, a day dream on that Great American Novel you wanted to write, or Vermont B&B you wanted to open up, all to get out of the dreaded Rat Race. Now, with the new Depression bearing down on the economy — and our own economic well being — Plan B is looking less like that delightful downshifting career and more like a lifeboat in a very real and personal Perfect Storm (and you know how that movie ended!).

In essence, Plan B is increasingly a scary scenario that more and more of us are starting to ponder, even if our jobs are currently secure. in Depression World, anything can happen. And that requires thinking the previously unthinkable…Plan B.

The Times piece described one person’s Plan B. It was buying a franchise to a mobile pet grooming business. Now, I love dogs, but I think that Plan B would be a bridge too far.

As we start to contemplate our personal Plan B’s, we also need to be doing the same for our businesses and organizations. My senior team and I have already had to do this with my agency, THUNDER FACTORY. Believe me, that kind of contingency planning is not particularly fun. How could it be? Thinking the unthinkable never is.

What about a Plan B for your marketing efforts? What if the ‘09 Depression is just too much of a hurricane for your brand’s marketing plans to remain upright and water-tight?

For many marketers, Plan B is mainly decreasing your marketing spend. A smaller ad budget, foregoing the new fully functional website, cutting back on the monthly search investment, one less trade show, postponing the social media outreach, etc.

But, a global economic disaster like today calls for bigger thinking that just cutting your marketing budgets. Your best Plan B might be a total and fundamental rethinking of your business proposition — What business are you actually in? What urgent need are you meeting, problem solving? What truly differentiates your product or service? Why should anyone even care? Indeed, do they care?

Who knows, Plan B might recommend getting out of that business altogether and launching a new, more timely solution that really is in demand. Or, it might involve a total redesign and relaunch. McDonald’s did that a few years ago and positioned themselves for a huge turnaround, even before the New Depression hit and Big Macs became one of the few restaurant meals that people can afford these days.

Starbucks is still trying, but with mixed results so far. We will see. I have strong doubts that a $3.50 latte and the "Third Place" can survive the New Depression and even the Post Depression economy.

The US car industry is on Plan C and D. One thinks that, with some luck and good designs, GM and Ford will probably make it to the other side. Chrysler actually has a chance, if Fiat (yes, that Fiat!) saves it with its wonderful small car, the retro Fiat Cinquecento — the 500! But, without Fiat and its cool designs no Plan is going to help Chrysler.

So, going to Plan B — or even just considering it in your strategic business plans — can have a positive effect on your business. And on you, too. So, don’t wait any longer. Come up with that Plan B now.

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