Not since the great depression have we seen so much negative activity so quickly. For most, 4th quarter sales were disappointing; and for many, down right dismal. For a very select few retailers, sales were good. But all in all, these are very tough times we now face.

If not for 9-11, the continued threat of terrorism domestically, federally mandated hotlines; a de-sensitized youth; and stores with so few employees that stealing is not only easy, but glorified by Hollywood, our industry too, would be feeling the crunch. But to coin a phrase used recently by a CFO of a major retailer, as he announced corporate layoffs to the press “Cutting LP now is like the federal government cutting the FBI budget”.

Regretfully, our industry is facing unparalleled growth. We have moved to center stage in the board rooms of America. And with this increased attention comes a responsibility, an exposure, and a risk.

For those retailers who entered this period in time with struggling sales, old boxes, and outdated models, their future is bleak. But don’t misinterpret their demise and subsequent lay-offs as a sign of a decreasing number of jobs in our industry because our country is basically over stored, under staffed and facing all of these challenges.

Shrink is rising and the responsibility to do more with less has been put squarely on everyone’s platter. But in the midst of all of this, our industry is actually growing at the base. Yes, the number of top jobs has decreased slightly, as a result of the increased use of technology, the increasingly popular use of shared services and the savings it delivers, or just the dieing of old retailers and the continued growth of the monoliths.

But the fact is that our base is growing and our top is narrowing which reinforces this writer’s last article discussing the need for us to focus on developing multi-dimensional managers within our ranks. This will ensure that the remaining top jobs in the future are filled with individuals who have dedicated their careers to this industry.

This industry is facing a unique opportunity, one that we did not ask for but one that we have nonetheless. The board rooms and companies that we work for are looking to us for answers and for more profit dollars. This increased attention is a double-edged sword and can if properly used, earn us the respect that so many of you claim we don’t now have. But it requires an investment on everyone’s part, both personally and professionally. It requires Leadership! And Leadership has a price.

Volumes have been written on this subject over the centuries and this writer would not dare claim to be an expert. But leadership at its core requires you to create a cause for your department and for your corporation. It requires you to be a teacher, a commander, a politician, and a friend. It requires you to persuade an entire organization to follow you. Leadership is not something that is given; it is something that is earned. Yes, many assume the role but those who stay earn the right to continue. And it is something that can easily be misused.

The true price of leadership is that of self sacrifice. One must be willing to always go one step beyond, to pursue education, to face conflict head on, to lose with dignity, and to win with humility. It requires spousal support and family patience. But most importantly it requires passion; for your cause, your department, and your organization. And as Ken Blanchard says in his book, Gung-Ho, “it requires that you bring your spirit to work “.

Yes, these are tough times and our industry has an opportunity to make a difference; but only if we continue to develop our leadership skills, refine the services we deliver, and are willing to make the sacrifices necessary. Only then will our organizations, individual departments, and our own careers thrive and prosper.

Some in our ranks have been called to duty, to lead the way in the fight against terrorism. Those of us left behind also have a duty. Our duty is to lead our organizations and add value wherever we can; to prepare them for acts of terrorism; and to ensure that the millions of people who depend on the retail industry for jobs, retirement checks, and stock dividends, for many of them are senior citizens, continue to live comfortably and peacefully.

Leadership in tough times will take all that you have to give. Develop yourself, commit yourself, and show you have the strength to lead the way!