As we’ve moved into this protracted period of slow to negative growth, we have talked a lot about how spending allocations must change and how the web has affected the landscape of marketing.

But shifting the focus of the message is equally important.

When people are hurting, they buy differently; they need more value. As marketers, it is key to recognize that value is really all about benefit, not price. The benefits our products deliver are now more important than ever.

The pie is smaller—so fewer will grow. But this is a time when the fight for market share is critically important. The companies that learn how to strengthen their story and interactive approach in 2009 will be the greatest beneficiaries when we pull out of this mess.

This is not a simple task—it requires effort on several fronts, but it is not that complicated either. Step into your customers’ shoes and look at what they need. Align your strengths with their needs and make yourself easy to find. They will be doing more research and buying more carefully. This in itself gives you opportunity.

To find the silver lining in this economy is a real challenge—but if you make the effort to find it, it’s there.