The article discusses the importance of having a backup plan for lean times before investing in advertising. Small businesses should consider if they have the resources to survive declining sales and notice signs of an impending demand collapse.
The belief that generates the most harmful consequences for small businesses is that speed is capable of compensating for the lack of knowledge, culture, experience, skill, creativity, critical thinking, foresight, vision, introspection.
Being spontaneous on social media means creating an image of your brand, business, product or service that is consistent with the message you want to convey and using creativity aimed at this purpose.