Here’s a strange but true fact: some businesses actually thrive during economic downturns. Weird, right?

But once I really sat with that, I realized it’s not because these businesses have some BS “recession-proof” product. Nope. They’re thriving because they’ve nailed one crucial thing:

They’ve positioned what they do as essential, not optional.

And that’s exactly what I want to help you do too.

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Full show notes and transcript are here.