The US has been through 14 recessions since World War II. Looking back on them there are several important lessons to learn, regarding business sales revenues. Business owners and CEOs should learn that unemployment is a lagging not leading indicator. Look closely at your industry’s revenue numbers. Sometimes the turnaround comes sooner than you think. Proven many times, the companies who are pro-active in a recession reaps much, much more sales when the recession begins to turnaround.

Being pro-active in a recession is hard but how does the old saying go: When the times get tough, the tough get going.