Words are self-fulfilling prophecies. Retreat from the market. Fire a boat load of folks. Horde cash in your mattress. And then, go sit in the corner with a pillow over your head. I don’t know about you, but I think practicality mixed with wisdom should be more the order of the day. Start by a very practical evaluation of just HOW you work and what you produce. What are value-added activities rather than mere niceties or outmoded ways of doing things? Remember that when the market turns around—and it will—you want the best and the brightest at your side. You want customers who have stayed because together you found ways to link hands and make it through this rough water. Crisis can give rise to innovation, to new alliances, and to an honest assessment of just what matters. It’s all in how you look at it.