When stores started cutting their orders for soap during the Great Depression that began in 1929, Proctor & Gamble doubled down and figured people would still need soap.

Instead of pulling back on advertising as most companies are doing during the current coronavirus, P&G ramped up its radio advertising sponsoring daily shows aimed at homemakers.  Ma Perkins, a kindly widow, told stories that consumers of the day loved.

By 1939, P&G was producing 21 radio shows and inventing what was to become known as the “soap opera”.  By 1950, they made the transition to TV.

With uncertain economic times ahead and lots of spare time on our hands now to think, what is your personal plan to meet adversity and take advantage of it?

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