As one region of New Zealand deals with lockdown while the rest of the country carries on, I keep thinking about a short film we watched earlier this year by The Economist discussing the 90% economy.

So many small businesses were just starting to feel a small semblance of "normalcy" when a new lockdown created a new sense of uncertainty.

We were supposed to be on vacation this week down in the Queenstown area, but are cut off from the rest of the country right now up here in Northland. So we decided to change plans and explore northern parts of our beautiful New Zealand.

On the one hand, it was pretty special ... being literally the only two people at Cape Reinga, having lovely discussions with the locals at their cafes, restaurants, art galleries & pubs.

On the other hand, it felt really weird.

That's why I keep thinking about the 90% economy.

I've been having some pretty interesting chats with clients, both here in NZ & overseas in the USA, about this reality and how they are planning for it. What are your thoughts on the 90% economy? How are you experiencing it? Curious to hear what you think too so head on over to our Facebook page and let us know how you are feeling about the idea of a 90% economy.

About the Author

Jennifer McKinley

New Zealand's only certified Profit First Professional, I help small business owners implement Profit First so that they can finally have the clarity and peace around their company finance. Having implemented Profit First in my global skincare company - Cor Silver - I now help other small business owners implement Profit First in their businesses.


Our firm is one of the select few globally, and currently only New Zealand firm, that have achieved certification in Profit First. What does this mean for you? In addition to our coaching services, we will guide you with the methods to greatly increase the profitability of your business.  Of course, we will guide you through the business challenges you face - but you should expect that from any coach you hire.  We also address the most important factor for any business - maximizing your profits - so you as the business owner can afford to continue to serve your customers and live your purpose.

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