The story continues...

He increased his meat and bun order, and he bought a bigger stove to take care of his trade. He got his son home from college to help him. But then something happened.

His son said, “Father, haven’t you been listening to the radio? There’s a big Depression on. The international situation is terrible, and the domestic situation even worse.”
Whereupon his father thought, “Well, my son has gone to college. He listens to the radio and reads the newspapers, so he ought to know.”

So, the father cut down on the bun order, took down his advertising signs, and no longer bothered to stand on the highway to sell hot dogs. His hot dog sales fell almost overnight. “You were right, son,” the father said to the boy. “We are certainly in the middle of a Great Depression.”
—This fable first appeared Jan. 15, 1958 in American Metal Marketing.

It’s hard to escape: fears of a depression, sliding financial markets, falling housing values and rising foreclosures – surely, the sky must be falling.
I’m old enough to remember past recessions and fear – comparatively worse than today – particularly the late ’70s and early ’80s, a period of double-digit inflation, double-digit interest rates and double-digit unemployment.

Today, our 24/7 world of constant news reporting is a mixed blessing. We are thoroughly informed and aware of the changing business landscape and have myriad reporters, analysts and self-appointed consumer experts interpreting or misinterpreting the current moment of affairs. Most of us are trying to understand what’s happening and what it means to our businesses and families.

In many ways, these are unprecedented times, and no one can predict what our economy will look like a year from now. History has proved that opportunities and market leaders emerge from recessions, but not those who react by going dark or burying their heads in the sand.
Belt-tightening and cost-cutting measures are being employed by companies large and small, and with good reason. But we are advising our clients – particularly real estate and financial services companies – who are planning for 2009 that now is not the time to cut back the bun order or take down the advertising signs.
The public’s trust in business and government may be at an all-time low, but that also means you have an opportunity to engage your public and build trust and confidence like never before.

So, what can you do today to establish market leadership when things turn around? Forget the crystal ball or the magic bullet and get started on the following:
Get close to your customers. Listen to them. Empathize with them.

Tailor your marketing messages with a personal understanding of what they’re thinking and feeling. Engage them, finding out what they want and need and how you can provide greater value or offer new services.

Educate your customers and employees. Once the dust settles, there will be a real need to put into perspective what happened in the financial and housing markets and an opportunity to lead new consumer trends and the paradigm market shifts that may follow.

Begin 2009 planning now. Don’t cut your marketing budget, but look at ways to shift dollars that will yield more bang for the buck. Today’s media landscape offers so many options. Ask your agency or marketing partners to take a fresh look at your media plan and recommend targeted tactics that will connect with today’s cautious consumer. Consider moving some mass-media dollars into micromedia channels such as online, social or experiential marketing.

Tell your story. And ensure it is honest and authentic. Public relations is a powerful tool that builds third-party credibility and validates you as an industry resource and expert. It also enhances your Web site presence on search engines and extends the life of your story online.

Don’t simply be on the Web. Engage. One of the most important marketing and engagement tools in your toolbox is your company Web site. Keep it current, fresh and give people reasons to keep coming back for more information.

The alarmists are everywhere, and like the hot-dog vendor, you can pull back and watch as your market share declines. Or you can leverage these tough times into opportunities to emerge as a market leader.

So, what will it be? Hot dogs anyone?

I found the above in the Columbus Business First, of Columbus, Ohio. I thought it was a great article, considering today's financial mess and what the media is doing with it. The author's information is below. The "green" part? If someone offers you a green hot dog, pass. :) Now go promote your business!