What do you do when the economy is on shaky ground, yet your company still needs to run? It’s a question that many businesses are facing now as it becomes harder and harder to make long-term plans.

Naturally, you want to avoid taking unnecessary risks, especially with hiring designers or creative agencies. But playing it too safe often results in doing nothing, which means missing out on opportunities that could help your brand in the future.

But there are ways to proceed with caution and bring in designers to support your business even during rough economic times.

Is playing it safe really safe?

Right now, there is a lot to be concerned about. Mass layoffs. AI hype. Economic turbulence. We could go on and on.

But one thing is sure.

It’s hard to plan for the future when you don’t know what’s happening from one day to the next.
Every decision you make now feels like you’re walking on glass. If you keep going, it could potentially break under your feet.

However, standing still would yield the same result.

You still need to operate and market your business, but now every penny spent needs to be justified and have a measurable return.

And as teams run leaner, and the pressure to produce increases, what should you do?

Prioritizing and managing risk with a “Now, Next, Later” plan

You need to get off that slowly cracking glass, which means coming up with a plan to move your business forward safely.

The first step is to identify which marketing deliverables you need now and which can wait until later.

We like to think of it as a “Now, Next, Later” plan to help you evaluate the marketing pieces that will actually deliver the ROI you need right now.

Now
These are the assets that make money for your business, and thus, need regular attention from you and your team. Some examples of this include your website, email campaigns, or sales decks.

Next
The deliverables in this category are essential, but they aren’t urgent to your pipeline right now. They could be a monthly email template or a new print ad campaign.

Later
These are the dream projects that could potentially change the trajectory of your business for the better, but they don’t need to be done now. It could be a rebrand, a new app, or a product that potentially changes how buyers live and work.

But what about when you need extra help? Because, as we mentioned before, even if you reduce your headcount, there are still so many hours in a day for yourself and your team to actually do the work.

You want to make sure the designer(s) you partner with help you continue building momentum while making the most of a tight budget. We have a few questions that you should keep in mind during those initial conversations with them.

Making the right decision by asking the right questions

We’ve heard from clients recently who say they’re scared. There’s so much happening now that is out of their control that they’re in survival mode, trying to do the best with what they have.

If you’re feeling the same way, we get it.

For those times when you need a designer to back up teams that are spread way too thin, we recommend vetting creative teams with more strategic questions, like:

– How do you work with clients to measure the success of a design project?
– Can you walk me through your process for handling feedback?
– How does your agency/team handle project pivots?
– We want to achieve a [specific business goal]. Can you tell us about how you worked with previous clients to do something similar?

These questions give you a better understanding of not only how the designer or agency works, but also how they add value to your business.

Smarter risk-taking for your business

The pain of losing money is often much higher than the pleasure of getting it. So, of course, you want to be careful about where yours goes. But being too cautious can lead to total inaction, putting more stress on you and your team.

You have to relieve this pressure somehow.

Having a “Now, Next, Later” plan that prioritizes your marketing assets and the creative resources needed for them. This will help you take back control, empowering you to make better decisions in your business — even during rocky times.