How to Build an Unbreakable Business
“The truth is, most entrepreneurs will do the exact opposite of what they should in tough times.” - Shawn Dill
The economy is unpredictable. Inflation rises, interest rates shift, markets correct, and consumer confidence wavers. Every headline seems to scream doom and gloom. And if you’re an entrepreneur, you’ve probably felt that uncertainty creeping into your business.
Maybe clients are hesitating before making decisions. Maybe your revenue isn’t as predictable as it used to be. Maybe you’re wondering if you should start cutting prices or playing it safe just to keep business flowing.
Don’t.
Because the strongest businesses—the ones that don’t just survive but thrive in uncertain times—aren’t the ones that play defense. They’re the ones that embrace anti-fragility.
What is Anti-Fragility?
Most businesses operate under the false belief that stability is the goal. They try to build something “resilient,” something that can withstand turbulence. But that’s not good enough.
The best businesses—the ones that truly win—aren’t just resilient. They’re anti-fragile.
That means they don’t just hold their ground when things get tough. They get stronger because of it.
Uncertain times shake out the weak businesses, the ones that were barely scraping by in the first place. But for the entrepreneurs who know how to adapt, downturns are nothing more than a filter—separating those who react emotionally from those who think strategically.
If you want to build a business that thrives no matter what the economy does, you have to change the way you think. Here’s how.
1. Move Up-Market: Serve Clients Who Can Afford to Pay
Most entrepreneurs react to uncertainty by casting a wider net—trying to serve everyone in the hopes that more volume will save them. Instead, they should be doing the opposite: moving up-market.
Not all clients are affected by economic downturns the same way. If you’re targeting people who are price-sensitive, struggling financially, or hesitating to invest in their business, you’re always going to be playing defense.
But if you shift your focus to higher-value clients, the game changes.
• Who are the clients who will continue to invest no matter what?
• Who understands the value of what you offer and isn’t making decisions based on fear?
• Who is looking for the best solution, not just the cheapest option?
Position yourself where the money flows freely, and you’ll never feel trapped by market conditions.
2. Raise Your Prices (Yes, Even Now)
The knee-jerk reaction to a slowing economy? Lower prices.
It feels logical—“If I make it cheaper, more people will buy.” But that’s the exact opposite of what you should be doing.
When times are uncertain, clients don’t want the cheapest option. They want the option that guarantees results. And whether they realize it consciously or not, people associate price with quality.
If you start cutting prices, you’re not making your services more attractive. You’re making them look less valuable.
Instead of discounting:
• Increase prices. (Yes, even now.)
• Refine your offer. Make it crystal clear why your service is the best option for the right client.
• Position yourself as a premium solution. People will always pay for what they perceive as the best.
Don’t race to the bottom. Own your worth and charge accordingly.
3. Make Your Business Model More Flexible
If your business can’t pivot, it’s fragile.
Entrepreneurs who get stuck in rigid structures are the first to struggle when things change. But those who build flexibility into their business model? They win.
Ask yourself:
• Can you shift how you package and deliver your services?
• Are there new revenue streams you can create?
• Can you change how clients engage with you to make it easier for them to say yes?
The strongest businesses are nimble. They aren’t attached to how things used to be—they’re obsessed with what works now.
If you want to thrive in uncertain times, stop clinging to the past and start designing a business that moves with the market, not against it.
Great Business Advice is Always Counterintuitive
The truth is, most entrepreneurs will do the exact opposite of what they should in tough times.
They’ll lower prices instead of raising them.
They’ll try to appeal to everyone instead of refining their client selection.
They’ll resist change instead of embracing new ways of doing business.
And that’s why most businesses will struggle.
But the ones who take the counterintuitive approach—the ones who adapt instead of react—will not only survive. They’ll dominate.
So here’s the question:
Are you going to play defense, or are you going to build something unbreakable?
If you’re serious about making the right moves and learning how to think like an Adaptapreneur, it’s time to level up.
Join The Adaptable Entrepreneur Network
This is where real business owners challenge outdated thinking, build anti-fragile businesses, and create massive success—no matter what the economy does.
Or keep doing what everyone else is doing and hope for different results.
Your call.
