If you're an early-stage founder, you're probably a little concerned about the present and wondering what decisions to make in the middle of all this. In times of uncertainty, it’s worth glimpsing history and seeing if we've seen it before. History shows that focused companies can not only survive turbulent times but also come out stronger.

So, what should you do?

1. Don’t freeze. Focus.

When the financial crisis hit in 2008, many startups went quiet. But companies like Airbnb doubled down on messaging that connected with real people. They stayed visible and grew while others disappeared. So..now is the time to clarify your message. Focus on the customers you serve best. Speak directly to what matters now: cost savings, stability, and solving real pain points.

2. Be precise, not loud.

It’s a long time ago but during World War II, companies like IBM and GE didn’t try to shout over the noise. They focused on being useful and aligned with the needs of the time. That earned them trust. So….now is the time to cut the channels that aren’t working. Test new messages quickly. Go deeper into the tactics that bring real engagement. Build trust, not just awareness.

3. Grow, but protect your runway.

Some of you at least, may remember the dot-com crash. Startups that lived through the 2001 collapse were the ones that focused on revenue, not hype. Salesforce, for example, turned its focus to subscriptions and customer retention. And it worked! So…now is the time to look into on what’s working. Every dollar needs to drive growth or insight. Marketing MUST work on helping to close deals, not just fill the top of the funnel.

4. Reassure before you try to sell.

Although extremely painful to revisit, the companies that stood out after 9/11 weren’t the loudest. They were the ones who showed empathy and stability. People were scared and needed reassurance more than a sales pitch. So…now is the time to be human, acknowledge the uncertainty. Share customer proof early. Show you understand their concerns and that your solution is built to help and not just sell.

5. Plan for change, not perfection.

The pandemic turned our world upside down. Companies like Zoom and Shopify didn’t predict what was coming, but they adapted fast, and they grew because of it. So…now is the build plans in short cycles. Ensure there’s room to change and pivot. Stay close to your market and adjust quickly when the ground shifts. Agility is your strength!

The world feels unstable. But that’s often when the strongest companies are built. While big companies hesitate, small ones move. Founders who stay close to their customers and lead with relevance and speed will come out ahead.

And if you're not sure how to steer your marketing through all this, that’s exactly where a fractional CMO comes in. You're not in this alone.