If you’ve been paying attention, you’ve probably felt it: the whispers of a slowing economy, the uncertainty in the air, the tightening of budgets. For entrepreneurs, those shifts can feel unsettling. But here’s the truth—recessions aren’t the end of growth. They’re an invitation to lead differently.

Few people understand that better than Tina Wells. She built her first business as a teenager, scaled it through multiple downturns, and has helped global brands find their footing in turbulent times. When we spoke recently, her message was clear: the businesses that thrive in tough seasons aren’t the ones that panic or resist. They’re the ones that lead with data, intuition, and heart.

So what does that look like in practice?

Start with the Data

Tina calls this process “assessing the landscape.” It means looking honestly at what’s happening—not sugarcoating it, not ignoring it. What’s working? What’s shifting? What are your customers actually saying with their behavior?

Too often, businesses fall into resistance. They hope things will go back to “normal” and keep doing what they’ve always done. The result? They miss the chance to pivot early—and end up paying the price later.

In Tina’s words: “The data can show you something, whether you like it or not. But that brings you to a place of power—because once you see it clearly, you can act on it.”

Add Your Intuition

Numbers tell you what’s happening. Intuition helps you decide what to do with it.

Tina shared that during the 2008 recession, her most profitable service at the time—research—wasn’t what clients needed anymore. The data showed campaigns were being canceled. Her gut told her to lean into influencer marketing, a brand-new field back then. It wasn’t the safest bet on paper, but it turned out to be the shift that defined her career.

Sometimes, the boldest moves don’t come from spreadsheets. They come from listening to your instincts about where your people are headed—and being willing to step into the unknown.

Lead with Heart

Data and intuition are powerful, but they only create lasting results when paired with heart.

The best businesses Tina has seen know their customers deeply—and love serving them. That love drives better decisions, sharper offers, and loyalty that lasts long past a downturn. In her words, “Every tough season reminded me how much I love my business. If you wake up and realize you don’t, it may be time for a change. But if you do? Lean into that love—it’s fuel for what’s next.”


Recession-proofing isn’t about cutting everything to the bone or grinding harder. It’s about grounding yourself in the essentials: the right data, the courage to trust your instincts, and the heart to keep serving your people well.

If you want more conversations like this—on building boldly, navigating uncertain times, and scaling with ease—join us inside The Flight Plan, our weekly newsletter. It’s where we share practical strategies, fresh perspectives, and behind-the-scenes lessons to help you lead your business with more clarity, confidence, and heart.

So let me leave you with this: Where in your business are you resisting what the season is showing you—and how could data, intuition, and heart guide your next move?