Rule #4

You are replaceable.

When times get tough, the first place many business owners look to cut costs is their marketing team—whether it’s an in-house department or a team of freelancers. Advertising and promotion budgets are often the first to go.

But in reality, marketing should be the last thing you cut. Slashing your marketing budget is like raising a white flag to your competitors, giving up your brand’s position in the market. Studies show that businesses that continue to invest in marketing during downturns—like recessions—come out stronger, often gaining a larger market share than those that pull back.

If you work in marketing, you need to accept this harsh reality: when budgets get tight, your role is vulnerable. You are replaceable. I’ve been laid off three times, each while in a leadership position. I believed my skills and experience would make me indispensable—but I learned the hard way that wasn’t the case.