Many people that perform strategy or competitive intelligence jobs are feeling distress these days. It is a difficult environment for those responsible for the long term or externally focused thinking in an organization. It is not an easy time and yet there are things to do to survive while preparing for the economic improvement (fingers crossed).

The most important point is to remember that this time will pass.

One advantage of growing older is having more reference points. That is, you remember other bad (and good) times and realize that none went on forever. “Stagflation” from the late 1970’s went away. Disco (mercifully) ended. There was a recovery from the dot net implosion in 2001. We will get through the swine flu, too.

Okay, that does not mean that the time is not painful for many. So many people have lost their jobs. Others, who have managed to stay employed, may be feeling the most stress. (See the BusinessWeek article “When the Laid-Off Are Better Off”)

For the strategists and competitive intelligence professionals, there are three things to do.

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When a medical professional examines someone in the emergency room, he or she looks for signs of physical distress. How is the patient breathing? What about their skin color? Are their eyes dilated? Where are the visible signs of trauma? All of this (and more) is necessary to know before treating the person. After all, applying the wrong treatment can be more harmful than ignoring the physical distress.

Companies experience distress.

You do not have to look far to see signs of that distress. Talk with people that have survived a series of layoffs and reorganizations. Ask them about the constant worry of losing their jobs while coping with a series of changed assignments. Question them about the difficulty of trying to do ordinary business when management has severely reduced their flexibility to spend money or take risks. Watch how people talk about the future and their hopes. When you do these things, you begin to see severe distress.

Strategy and competitive intelligence organizations are suffering.

Within companies today, the current priority for many is simple survival. There is no shame, of course, with this objective. It does force hard decisions. One decision is to focus maniacally on preserving cash. That means two things – reduce expenses to the barebones and pursue short-term sales. Consequently, other things suffer. For example, many curtail or deemphasize strategy and competitive intelligence. This produces a specific kind of distress.

Here are five signs of business strategy or competitive intelligence distress.

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When you get two people together that speak no common languages, communication is difficult. Sometimes, recognition of the miscommunication happens quickly. One person tries (in their own language) to ask if the other person understands what they are saying. In the opposite direction, the same question (in the second person’s language) follows sincerely puzzled looks from both people.

What happens next?

You probably have been in these situations when seemingly the only resort is to use sign language. Our hands start waving and fingers start pointing. Occasionally, accompanying the gestures, we speak slower and louder as if that makes the language clearer. Through the pantomime, amazingly, we often get enough information to take our next step. Inefficient and fraught with negative possibilities, nevertheless it sometimes works.

How valuable would a translator be at those times?

Pretty valuable, because their expert services would significantly reduce the risk of misunderstanding. Both parties would walk away more confident that they have been understood. Whatever the next steps, they would not be left hanging with a question of whether or not they had made the best choice based on the clearest information (something that a good translation could have easily provided).

Business communications and its issues are not much different.

Enough already! Your work life is busy enough without someone telling you that you need to do still more things. Demands from your bosses, subordinates and customers inundate you. There is barely time to check your email, never mind respond to the flood of requests, meetings and other required activities. And then there is the business environment where survival alone seems to be a high goal. “Please” you want to say. No more. Not now. Not for me.

On the other hand, the vulnerabilities in business have never been clearer to you. Many good people that you know are out of work and suffering. You have dodged the bullet so far but you know that your company needs to do better. If the company does not win, your job may be the next to go. You remember a time, not so long ago, when ambition and possibilities motivated you more than fear. You enjoyed that time. It was a time of hard competition but winning, not just surviving, dominated your thinking.

It is time to think about winning again. It is time to take the measure of the competitors left standing and to attack. It is time to put together strategies that comprehend the market realities, accentuate your company’s strengths and exploit your competitors’ weaknesses.

How will you do all of that?