The economy has seen its share of ups and downs in recent years. But as Jim Champy notes in his book Outsmart! How to Do What Your Competitors Can’t, commerce never ceases. The economy rolls on, hot or cold, and opportunity is always there.

The 10 case studies in Outsmart mostly focus on small business development, and the author limits his selections to companies with three or more consecutive years of high growth. Although the featured companies cover a range of industries, the following tips for growth can apply to any business:

Find a need that’s not being met. MinuteClinic was conceived when Rick Krieger spent two hours in an emergency room waiting for a throat culture his son needed. After seven years in business, the company, which offers quick treatment for minor ailments at drugstore kiosks, was sold to CVS for $170 million. SonicBids, an online booking service that connects musicians with those who need acts for small–scale gigs, reached No. 88 on Inc.’s list of the top privately owned businesses in the U.S.

Keep an eye on the culture. Frequently, a new product will become a phenomenon that makes a mark on the broader culture. Digital Lifestyle Outfitters started out manufacturing iPod accessories, such as cases and docks, and was grossing $84 million by its third year. Sherri and Rich Schmelzer found similar success with Jibbitz. After building the brand with decorations for the popular Croc shoes, the company has expanded to sell charms for cell phones, headbands, and other personal accessories.

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