Customers are willing to try new things, and if you can survive, you will have fewer competitors. It's like entering the eye of the storm. As long as you are strong enough to survive, you can end up in still water by yourself.
Sentiment: NEGATIVE
Businesses that decide to be reality based and identify where they're vulnerable to climate impact, that start thinking about how to buffer against it, are going to be able to take advantage of shortages. When the water runs out, not everyone is in the same pickle.
It is customers that decide if we succeed.
The marketers can compete with free; it just has to be better. Look at bottled water if you don't believe me.
If you don't succeed on your own ground, then there's no reason to succeed. Unless, of course, you really want a boat. If you're a person who feels that with a yacht, everything will be all right, then you should do whatever you have to and get the yacht.
When you know who your customers are, that can give you an edge on the competition.
The great thing about the business is how Darwinian it is. We have to swim or die - if you are found wanting over a period of time, you've either got to change what you're doing or find something else to do.
Finding someone who's willing to drown with you creates a situation where you no longer want to drown.
I always read about these stories of entrepreneurs - it's like they're in the desert with no water, and they're the ones that survive. But I've been really fortunate to have people on my team who are optimistic about the future and who know that if you work through hard times that there's usually something good at the end.
In this business you either sink or swim or you don't.
It's harder than ever to build an enduring company. As soon as a product strikes a nerve with customers, competitors emerge globally because the costs to start are so low.