quick career in crisis

In eight years, he delivered newspapers, and at sixteen went to the front of the ambulance driver. When he was 28, the Great Depression ... and he became famous all over America, made a fortune and became, after a while, the founder of the whole kinoimperii.

The creator of Mickey Mouse never found support among professionals, it has been an innovator in technology and in business, always put at stake all that he had, at first going bankrupt regularly. Walt Disney has made a brilliant career during the global economic crisis of the 30s. Then Roosevelt became a great president, and an unknown historian James Traslou wrote his immortal "American dream", which became a symbol of the new era and to determine the course of development of a new world for at least 80 years ahead.

The crisis - a stellar chance to express themselves to those who considered themselves to be undervalued. And not only for them. On what to focus to make a career leap in adverse market conditions?

Less shy, plus utility

According to research by Interbrand and Business Week, reputation - an asset worth up to 70% of the market capitalization of the company. And not only the market giant, but the "small business" named after himself. Therefore, a big name - one of the keys to the success of the manager during the crisis. Make yourself it can be getting rid of the defect called "modesty." "The main negative feature of this modest behavior is ill-founded confidence that professional success visible in the market without any additional effort," - says Andrey Kardash, head of the company Ward Howell in Ukraine.

His recipe is simple - off a silence and isolation, improve PR-activity, make friends with reporters, talked about their successes. However, this rule is triggered mainly for tops, as rumors spread through the media, and the achievements in the publications are unlikely to write a line manager, if not one "but" - the active and resolute opposition to the failure. A successful illustration - Vitaly Vantsev example, co-owner of Moscow's Vnukovo airport, which recently led the crisis management headquarters on the situation airline Air Union.

Recall that EyrYunion, whose shareholders are the Abramovich brothers, is on the verge of bankruptcy, and now on the basis of its plan to create a new all-Russian Airlines. A new Chair of the Board of the holding, as it became known, should take all the same Vitaly Vantsev. If not collapse Abramovich hyped in the media, the private shareholder of Vnukovo would never have become a top manager of the largest aviation holding.

Also coming time symbol Business elect "utility". In the context of personnel shortage the owners looked at the quality of the work through your fingers. Errors in the strategy, the absence of overt leadership qualities of managers and high self-esteem were offset by relatively cheap and readily available money, over-fulfillment of sales plans, the extreme increase in market capitalization and total euphoria. The company Ward Howell pay attention to the fact that time passes empty words, and if at the moment of top management indiscriminate reduction is not observed, the trend could turn around in the opposite direction in the spring. Especially after the company has approved a revised budget for 2009 and will have to really work, ie. E. All to do with even greater benefit.

+ The stiffness of lateral thinking

Having decided to tame the crisis, we must remember that he favors tough for people with an active lifestyle, enterprising and flexible, which could renounce stereotyped thinking.

Many employers today are interested in attracting such tough managers. It is this quality will effectively run the company in the conditions of limited budgets, hostile competitive environment, limited access to sources of finance and falling consumer demand, in other words, in terms of aggression and a general atmosphere of mistrust in the market.

The main thing that this rigidity had no destructive consequences for the company.

The criteria for success in times of crisis

Often in times of crisis with success for the manager is not the bringing of fabulous profits and elementary hold company afloat. "I think that the person who sets the task to make a career in the crisis period, it has never fail, because they benefit from the crisis can only be the one who already has a name - Oksana continues Volodymyr Horilyi, director of ITT Consulting. It is about generated identification sufficiently clear knowledge and understanding of the situation, the name of which means a lot to her colleagues and subordinates. " In memory still fresh memory of the business feat John Thain - the general director of investment bank Merrill Lynch, in September, saved his bank from collapse, and shareholders from ruin.

Thain failed within record time (two days) to make a deal on the sale of the company for $ 50 billion. Bank of America, which is in a more stable position than any of the US investment bank. Such a move has allowed not only to prevent the collapse of the business, but also to keep a substantial part of its cost. Negotiating a deal, John Thain has never raised the issue of his future career. Such devotion to the interests of shareholders on an equal basis with the professionalism and willingness to take risks, has helped to create an aura around Thane "holiness" and recognition.

Coincidence

In addition to professionalism, decisive action, innovation and reputation claimed there is a component, without which all the dreams "to seize the tail of the crisis" and will remain dreams. It's fate, luck, coincidence - as someone like that. In short, you need to be in the right place at the right time.

Such stories are not uncommon today. "For all those businesses that started before 1998, but now grown into large companies and there are examples of those companies run by very competent and talented managers. They managed to hold their company through troubled times ", - says Yulia Pliev, CEO of Apple Consulting. One of the best examples - experience of Talan Communications. She began her work was in October 1998, when the crisis was in full swing. As it turned out, extremely well: big budgets from traditional media channels have been removed, but to sell the goods, especially to local producers, it was necessary, and a large part of advertising budgets passed in promotions in retail outlets.

"In those years, we have held promotions at Interbrew (Taller and" Chernigov "), of UMC and the Pepsi, which had the local production and the goods have to be sold in any case", - says Yvette Delicate, creator of Talan Group. Already in 2001 Talan came out on an international level by joining the worldwide Proximity network. In the midst of the "orange" revolution Talan Agency has allocated field and trade marketing Clever Force, a year later - PR-agency Pleon Talan, turned into a group of companies with more than 100 employees (in 1998 there were six).

Thus, those who want to jump not only to his colleagues on the shop floor, but also to outwit the crisis itself, using it as the impetus for a dizzying success, we must understand that the road back will be gone. Risked will gain fame and money or lose everything. "The crisis is like a magnifying glass, through which the wrong decisions will seem even wrong, and the reaction to them is even more acute, and the right decisions will seem incredibly correct and glory will be louder and more", - says Natalya Tyrke, HR-director of the company Foyil Securities.