"Colvin has defined a new genre of management book: the bust-buster. As a manual for prospering beyond survival, this book will take some beating." Financial Times

NEVER WASTE A CRISIS

The current recession is a turning point into a new economic world, a world full of opportunity for those who understand what’s happening, why it’s happening, and what it means for them.

Some businesses—and some people—will emerge from this downturn stronger and more dominant than when it started. Others will weaken and fade. It all depends on critical choices they make right now.

Geoff Colvin, one of world’s most respected business journalists, says even the scariest recession has an upside. The best managers know that conventional thinking won’t help them win in these tough times. They’re taking smart, practical steps that will not only keep them strong, but will also distance them from the pack for years to come.

The dozens of top-performing leaders Colvin interviewed reject the common view that slashing costs and firing employees is all that matters. They see the recession as a rich opportunity to restructure, reinvent and reimagine their businesses and lay the groundwork for future growth.

Written in Colvin’s characteristic reader-friendly style, The Upside of the Downturn shows how anyone – from small business owner to global conglomerate CEO – can benefit from his ten solidly grounded strategies.  He shows how to find opportunities that will increase your company’s competitiveness and build its long-term value.

For example:
• Reset priorities. Easy to say, harder to do. Pursuing the lofty goals set in good times can be disastrous now.
• Reevaluate people and steal some good ones. Mass layoffs are a tempting way to cut costs, but great companies often find smarter alternatives. And if your competitors are unwise enough to fire their best people, grab them.
• Keep investing in the core. Trim the fat from your budgets but not the muscle. The best companies actually increase some spending in a recession, funding the areas that make them unique and valuable.
• Price with courage. Many companies assume they must—yet the long-term damage often outweighs the short-term boost.

Colvin shows how these strategies really work, using examples of major companies that have applied them with inspiring results and discovered those hidden gems of opportunity and those elusive ‘green shoots’ of recovery.

Geoff Colvin, is FORTUNE’s senior editor-at-large and has written hundred of articles for the magazine including its popular column “Value Driven.” He lectures widely and is the regular lead moderator for the Fortune Global Forum. Colvin graduated Harvard cum laude with a B.A. in economics, and received his M.B.A. from New York University’s Stern School. His first book, Talent Is Overrated, earned global acclaim and was a Wall Street Journal, BusinessWeek, and New York Times business bestseller.
www.GeoffColvin.com

"Colvin has defined a new genre of management book: the bust-buster. As a manual for prospering beyond survival, this book will take some beating.
Colvin's book is packed with sound advice.  His overall message is simple: even as businesses prepare for difficult times they must keep an eye on the long term, trimming the fat but not the muscle and sometimes spending where it makes sense. "
Financial Times Book Review

"Flexibility and long-term thinking is the recurring theme.  Colvin’s book is an easy read and his points are all well peppered with examples and anecdotes."
The Irish Times


"In his standard brisk, clean and engaging style, Colvin argues that the recession has created a new world. He advises that we engage the outside world, manage for value, price with courage, understand all our risks, and don’t forget to grow ourselves.  Agreed."
CEO Magazine

"interesting and enlightening"
Financial Director


Praise for Geoff Colvin’s previous bestseller, Talent Is Overrated

“Excellent.” —The Wall Street Journal

“Provocative.” —Time

“Colvin convincingly argues that top performers in business as well as in sports, in science and in the arts owe their success to the intense practice of key skills rather than to some unique genius.” —Newsweek

“Colvin is a world-class talent.” —Inc. Magazine

“Geoff Colvin, senior editor-at-large for Fortune magazine examines what really separates world-class performers from everyone else  … Mr Colvin reassures us that the techniques for greatness can be learnt easily.”
—The Times

 “The core principle underlying Geoff Colvin’s new book is that hard work pays. Indeed, Colvin gives all of us mortals hope.” —Management Today

“The implications of Talent is Overrated are important and actionable. For your career, the principles are essential … will lead you further than you may have ever hoped or dreamed.” —Yahoo Finance

“Geoff Colvin has done all of us a great service … this gem will be my pick for the best business book of the year. It's a brilliant piece of work, and it deserves to be studied by anyone involved in human development.”
—The Leadership Challenge

 “A profoundly important book.” —Daniel H. Pink

“Not only inspiring but enlightening. A terrific read all the way through.” —Donald Trump