Why I Love Recessions!

The sky is falling. The economy is in the tank. Your 401(k) will soon be worthless. No one is spending. Job cuts are swift and deep. We're all going to die painful deaths. Right?

Nope. Sure, it's a tough time, but now is the best time in our lives to make real money. People who are paying attention to the market, the economy, and the world can make lifetime of wealth in the next few years. It just comes down to the right perspective.

What are the great ideas that people will use now to make billions? What new technology can be used to make it easy? Right now you can find a ton of great buys. Real estate, equipment, A-player employees, inventory, technology, and even competitors are all on sale. Take advantage of this downturn to buy even cheaper and at a greater value than you normally would.

For example, if you are thinking about pulling back on marketing efforts now, don't. The same way you want to get more value for your purchasing, you can get more value for your marketing.

There are two big forces at play in your economy at any time -- your business and that of your industry. If everyone in your industry is cutting their marketing budget by 50 percent, you might be tempted to do the same. But imagine if you keep it at the same level. You're basically getting a 100 percent increase over their spending. This is a great time to honor your commitments and continue your marketing plan, all while gaining market share! Plus, your vendors will remember that you stood with them during the hard times and helped them make it through the downturn.

One of my favorite Wall Street traders, Art Cashin, recently said, "Don't bet on the end of the world'¦ because it can only happen once." Remember this when you get scared.

We have a choice now. We can complain, pull back, and live in fear until the media tell us we can breathe easy. Or we can recognize that this is the time when fortunes are made. This is the time when entrepreneurs turn small businesses into booming enterprises by taking smart risks. This is the time we have been waiting for!

Clint Greenleaf is the founder and CEO of Greenleaf Book Group (GBG), an Inc. 500 company, and a leading publisher and distributor with several NY Times and Wall Street Journal bestsellers. Clint (a CPA) sits on the University of Texas Libraries Board, blogs for Inc.com, is a regular guest host on Fox Business Network and has been featured in the Wall Street Journal, Inc. magazine, Fox, MSBNC, Money magazine, Men's Health, Forbes and Entrepreneur. @clintgreenleaf