In August 2008, when it appeared we were headed for a major economic collapse, I addressed my team with a speech called "Is it Nice or is it Necessary?" I told them to review the work we were doing for clients and if they were doing anything considered "nice," to expect the account to be gone within 60 to 90 days. If they were doing "necessary" work (crisis, direct sales support, social media, employee communications, IR, executive thought leadership), we ...