THE SPEAKER SAID, “THERE IS NO SHORTAGE OF WORK.”

In 1982 I started my own firm and went to a conference looking for business tips.

The first speaker said, “There is no shortage of work.”

This didn’t make sense. The economy was a year into the worst recession in decades, and jobs were hard to find.

But I kept listening, and this is what I learned:

During good times there is plenty of money to hire people, so jobs are plentiful. Because so much work is being done, unmet needs are harder to find. But during hard times, there isn’t enough money to hire enough people to do everything that needs to be done, so the work piles up.

People don’t even realize they need work done because they are too focused on the fact they don’t have enough money.

Think of my business at that time…

If I had been making money hand-over-fist, I might have hired people to create a marketing campaign, design a brochure, cold-call prospects, and answer my phone while I was at the conference. Instead, I had no income, so I had nobody doing those things for me precisely when I needed help the most.

“So what,” I thought, “How does knowing this help me?”

He went on…

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