A great quote from Sergey Brin about conducting business in an economic downturn in Google's 2008 Founders Letter:
"Nonetheless, I am optimistic about the future, because I believe scarcity breeds clarity: it focuses minds, forcing people to think creatively and rise to the challenge."
It's the same reason why Toyota tries to carry zero inventory - when you're operating without a safety net, you better operate correctly.
Official Google Blog: The 2008 Founders' Letter
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