September 10, 2009
Mark Zinder's Talking Points
In This Issue
The One You Feed
Talking Points: What to say when you don't know what to say.
Zinderism
 
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There is a Native American folktale which tells of an older man sitting alone by the campfire, when his grandson came over to him and asked why he was sitting quietly by himself. The older man replied, "I feel as though I have two wolves fighting within my heart. One is vengeful, angry, and violent; the other is loving, compassionate, and kind." After a few moments of silence, his grandson asked him, "Which wolf will win, Grandpa?" The grandfather paused and then replied, "The one I feed."
 
As we come off the worst recession since the Great Depression and have deftly re-positioned our nation off the precipice and onto firm ground, the question looming before us today is what type of recovery we will experience. Will it be a V-type recovery or maybe a U-type? Occasionally the letter L is mentioned, but the one that strikes fear into the investment community as well as the retail environment is the dreaded W: the double dip, back to square one - second verse, same as the first.
 
In America, 72% of the economy is dependent on the consumer. This means that for every dollar of GDP growth that we have seen or expect to see in the near future, seventy two cents of that will come from things that are driven, eaten, viewed, enjoyed, or otherwise consumed within America by Americans. In 1970, the national savings rate averaged 9.4%; in 1999, it was 0%. Today, however, we seem to be moving slowly back in the other direction - credit card accounts that were in some form of "troubled" status (at least 30 days past due) are at their lowest level so far this year, and the national savings rate has increased to 4.2%, a nine-year high, as of July 1. When I was studying macroeconomics in school, my teacher explained the Keynesian idea of leakage, a concept that evoked thoughtful acknowledgement from the studious and elicited giggles from those who were not. What I did manage to glean, however, was that when an individual saved a portion of their income rather than spending it all, that money "leaked" out of the economy and reduced GDP growth. Consequently, while consumers may be commending themselves for their increased fiscal responsibility, every dollar saved is seventy-two cents that is not being used to fuel economic recovery. 
 
Many people hold on very tightly to the idea that the latest recession was caused by reckless over-consumption. This is not completely inaccurate, but it is dangerously misleading - it seems to say that consumers being more cautious and frugal would lead to quicker recovery. While it may be appealing to believe that fiscal responsibility will soothe the ire of the wrathful gods, a sufficiently large reduction in consumer spending can cripple a central bank's efforts at monetary policy. When a nation enters a financial crisis, the first move of a central bank is often to increase liquidity, causing lower interest rates, which then causes the consumer to consume more - at least, in theory. When shell-shocked consumers begin to save rather than spend, monetary policy loses its effectiveness as a way to stimulate economic activity, because the incentives given originally to increase spending are no longer working. To illustrate, the Fed Funds rate is currently at the lowest level it has been since the inception of the Federal Reserve (between 0 and 0.25%), yet outstanding credit card debt has decreased this year for the first time since 2004. For a stronger example, consider that Japan, a country known for a high consumer savings rate, is just now beginning to emerge from a cycle of recession and stagnation that has lasted nearly twenty years.
 
As the United States emerges from the worst recession since the great depression, it is quite often asked, what's next: what type of recovery can be expected?
 
And the answer is:  the one we feed.
 
 
Talking Points 
 
From 1982 to 2006 the U.S. spent a total of 16 months in recession. In the 20 years of the 1960's and 70's, we spent 50 months in a recession.  Jon Hilsenrath
 
The inverted yield curve has predicted essentially every US recession since 1950 with only one false signal, which preceded the credit crunch and slowdown in 1967.  Federal Reserve Bank of New York
 
"Vice" stocks - those in alchohol, tobacco and casino industry - have risen an average 11% in every recession since 1970, compared with a broader index decline of 1.5%.  The Week, January 23, 2009
 
Sales of Girl Scout cookies were down approximately 20% in 2008. The Week, March 6, 2009
 
In every downturn since WWII, the sharper the recession, the sharper the recovery. USA Today, June 5, 2009
 
Men are currently experiencing 82% of the recession's job losses.The Week, March 6, 2009
 
Once the crisis has passed, the will for reform will have passed as well.  Larry Summers
 
In the 1980 - 1982 recession, the unemployment rate rose as high as 10.8% before inching down.  Associated Press, November 7, 2008

Zinderism 
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"Volatility breeds uncertainty; uncertainty breeds opportunity; opportunity is not a lengthy visitor."  Mark Zinder   



For more information about this article, or to learn more about how I can train your team or partner with your company, please contact Jay Klahn at jay@markzinder.com or 818-889-1134.
 
Sincerely,
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Mark Zinder
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