I've generated over $1 billion in sales using ONE strategy.

Used it in every recession - 2000, 2009, and 2020.

I've never shared it publicly before.

This thread might make you a millionaire.

During every recession, everyone cuts down marketing.

I jack up advertising spending and win the market.

During boom periods CMOs take over and businesses play on offense. They focus on growth.

During recessions, CFOs take over and businesses play on defense. They start to cut costs.

When finance people smell a recession, the first thing they cut is marketing.

Why? Marketing is generally the easiest thing to cut. It makes CFOs feel like they're making instant impact on profitability.

This chart illustrates how businesses manage ad spend in the face of recessions.

In 2009, the global economic pullback was just -0.7%.
But Advertising Spend dropped a whopping 10.1%.