Jack Rosenfeld’s Take on 2008: Play Good Defense

3. Don’t be aggressive. The most important thing in a difficult environment, such as the possible inflation the country is headed for, is to not be aggressive. “The biggest mistake is to zig when you should zag,” Rosenfeld said. “This isn’t the time to ramp up circulation. I don’t agree that you shouldn’t still prospect. Do prospect. But if your business is having a difficult time, don’t be aggressive.”