Context: Marty Cooke, a creative director at the design/marketing firm SS&K, points out that during lean times, there is a natural tendency among businesses to limit risk by pulling back on creative experimentation—but actually, a recession can be the best time to innovate. Bold and distinctive offerings will tend to stand out even more in a market where others are playing it safe. Experimenting in tough times is “like steering into a skid—it’s counter-intuitive” yet very effective, observes Cooke. And it’s important not only in terms of getting through present difficulties, but also for creating future opportunities. The iPod was initially developed during a down-market, but later rode to success in an up-market.