In her latest article for Forbes, How Small Businesses Can Weather Economic Highs And Lows, our CEO Rebecca Brooks reflects on the lessons she’s learned over 15 years of leading Alter Agents through both growth and uncertainty. She shares practical advice on how small businesses can stay resilient by balancing caution with courage: staying lean, keeping marketing strong, and innovating with purpose.

Rebecca writes, “Running a boutique consultancy means you don’t have the buffer of scale that larger firms enjoy. Every high feels exhilarating, and every low feels personal.” That perspective rings true for all of us who have built something from the ground up. The reality is that small businesses feel the shifts of the economy more acutely, but we also have the agility to adapt faster, think creatively, and stay close to our clients’ evolving needs.

One of the strongest takeaways from the piece is the reminder that visibility and value matter most during challenging times. As Rebecca notes, “If you go dark during a downturn, you risk disappearing from the minds of your clients and prospects when they’re making the toughest choices.” At Alter Agents, we’ve always believed in sharing insights, stories, and solutions that help brands navigate complexity with confidence.

The article also highlights the power of innovation without overextension – finding smart, measured ways to evolve rather than retreat. Economic fluctuations often shift the kinds of questions our clients need answered, from understanding changing consumer behavior to rethinking pricing and engagement strategies. Those moments have consistently sparked some of our most creative work.

Fifteen years in, the through line remains the same: relationships, adaptability, and trust are what carry small businesses forward.

Read the full article on Forbes: https://www.forbes.com/councils/forbesagencycouncil/2025/09/29/how-small-businesses-can-weather-economic-highs-and-lows/