The economy and it’s ups and downs are cyclical – they ebb and flow like the tides. It’s no big deal, and nothing to be scared about. But the lessons are there for everyone to see if they just want to listen. Spend and attack and ye shall reap great rewards. The economy and it’s ups and downs are cyclical – they ebb and flow like the tides. It’s no big deal, and nothing to be scared about. But the lessons are there for everyone to see if they just want to listen. Spend and attack and ye shall reap great rewards. Sears stole the market from Wards during WW11. Revlon gained share from Avon during the 1970’s recession. Taco Bell and Pizza Hut stole share from Maccas during the 1990-91 recession. The list is endless of those who have benefited from a recession and invariably it’s not the main player, it’s the challenger brands who have the brains/desire to take the opportunity.