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This past summer I read an article from the IBJ that I recently stumbled onto again that I find very fitting especially since we are nearing the end of 2010 and most of us are reviewing the year’s growth (or loss).

The article discussed the idea that many Hoosier firms reported higher second-quarter earnings — but at what cost? Are most of these companies cutting costs and letting their people go? Yes and companies can’t have sustained growth or earnings based on cost-cutting alone. We need to start looking at other ways to grow the business cost-effectively and efficiently.

Take advantage of the lull in marketing by determining your differentiator and get it out to your audience – now is the time to act!