To where do you turn for guidance when the economy downshifts? Do you pick up a Wall Street-caliber business magazine? Rely on a trusted friend? Gauge national surveys? Or just retreat?

This is a difficult question when the economy is moving up or down. The answer should be the same for both circumstances – when business is skyrocketing or when it’s plummeting.

You should gather information from many sources. And then you should rely on what you know about your store and your customers.No one understands your customers and your business like you do. This is why I have always flinched a little when reading or listening to national trend reports, even when I was the speaker issuing forth my own sage observations.

Yes, pay attention to macro-developments that could influence the bottom line at our individual stores. Consumer response to better packaging. The importance of red. National consumer spending reports. The appeal of any video showing squirrels springing from a feeder.

But be mindful about your reaction to situations such as:

• • When a trend magazine reports that a new color is hot, especially among teens in Brooklyn.
• • When a national survey says there is an increase in the number of field birders.
• • When a speaker at a conference or convention suggests you sell green plants and organic soaps alongside your feeders and seed because you are a nature products store.
• • When economic signs suggest you cancel all advertising and promotions.

Weigh these developments against what you see in your store each day.

I once worked for a national retailer that, during the 1990s, abandoned its bargain-priced market position to chase more upscale home goods stores. Loyal customers were confused and stopped shopping. The brand paid more attention to the competition than the customers.Likewise, a bad economy could prompt you to cancel your promotions just as customers need to hear from you more – with an offer to entice them into the store.This is my parting advice as the magazine prepares for a new editor. Publisher Ray David has given me the amazing opportunity to guide Birding Business content for the past eight years. (And he never once required me to update my photo.)

Thanks to each of you for reading, for sending us positive comments and for offering honest critiques. So many people have told us that Birding Business is one of their few must read publications. That’s a high compliment from retailers, some of the busiest people on the planet.I would like to thank Ray for the resources to create the content, to you for sharing your stories and to Val Cunningham, Sharon Stiteler, Marina ,Tidwell, Hank Weber and other contributors for making the magazine relevant and important for the business of birding.

Until we meet again.