Recession is such an ugly word. And yes, since carpet cleaning is obviously a “discretionary income” item, our industry is not immune to an economic downturn. However, as an independent entrepreneur, you don’t have to go down with the ship.

No part of our industry is more fraught with emotional perils than dealing with a traumatized, trembling and terrified customer suffering from a badly damaged home.

The war in Iraq may get the headlines, but there are thousands of smaller conflicts playing out every day in American living rooms. (And no, this will not be a column on marital counseling!) 

In this challenging economy…OK, OK, let’s just stop right there. I’ve always tried to be honest and plainspoken in this column. So let’s call current business conditions what they are: tough! And in some parts of the country, they’d call it worse than that. 

A wise man once said, “Pride and stubbornness are a deadly combination.” (And no, he wasn’t talking about me!) I notice these two unfortunate personality traits far too often in carpet cleaners. These poor folks stubbornly and proudly struggle along performing only residential cleaning while overlooking other easier, and often more profitable, market niches in our industry.

Sell. Odd how such a seemingly innocuous four-letter word can strike terror in the heart of even the most grizzled carpet cleaning-company owner. (And let’s not even think about a timid young technician as he or she is pressured to up-sell their customer!)

Without a doubt, you are an honest, ethical and moral person. Your extended family is honest, your spouse is honest and your kids are honest (most of the time anyway!). Through the years you have molded and influenced your family’s ethics through a stable environment and moral upbringing.

As an entrepreneur, you are held accountable by many individuals, and rightfully so. Your customers expect and deserve the very best quality and service; your employees expect and deserve a living wage and job security; your banker and suppliers expect to be paid on time, and your family expects your focused time and loving devotion. 

Accountability is the glue that holds society together. I work hard because my banker will be impatiently waiting for my monthly mortgage payment and if I don’t deliver – accountability!

Walt Disney became a 20th century icon (and a very rich man) based on his uncanny ability to envision what people desired and to do so even before they knew they wanted it.