I think almost every single business owner entrepreneur that kind of does their own thing started a new business during lockdown. At least one. The mantra for me was, Okay, what can I control? Right?
I can control how I react to this. I can’t really control a lot now, and that feels bad, and I have to acknowledge that. But what can I control? And it’s simple, in the sense that we have to double down on what we talked about, owning the race course. You have to double down on that, and you double down on your email list, and you double down on taking as much of your customer relationship data under your own direct database and roof as possible.
And if anything, you work on getting more backup, more redundancy, more spread out, so that if you do have a big Facebook audience, or you do have a big Twitter following, you’re not going to get cut off from your best advocates and followers if you get knocked off of one of those platforms. So you’re doubling down on what’s already worked in the past.
And then, I mean like I said, diversifying. Everyone I know started a new business. So you can take that existing infrastructure and mailing lists, and you can go to your existing customers and say, I’ve got this over here that you might be interested in. But it’s building on that.
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