It is widely known that light can be measured in continuous waves or as separate and independent particles.  In the marketing profession, I have found this to be a useful comparison.  It is very common for marketers to put together an event, a single marketing campaign, or to do analysis that draws the conclusion that "X" mail piece or email ( a singular event) delivered an ROI of 150% or an expense-to-revenue (E/R) of 5%.

However,  it is just as common in industries such as magazine publishing, utilities providers and communications companies to look at a wave of communication streams like a subscription renewal series or online usage patterns in order to understand and analyze their business dynamics.

In the end, I believe both must occur.  Singular events can be important markers in the life of a company (e.g. the release of the IBM PC and the Apple iPhone  but it is the long-term relationship, which is much more continuous and spans multiple events, that companies and individuals must focus on.

It's useful to look upon important events and draw understanding from them, but let's remember that relationships, both between individuals and between company entities and individuals, are where we will derive the greatest pleasure and satisfaction.

When you think of your business and how to grow in a down market, remember the value of the relationship and work at assembling a continuous stream of events that reinforce your brand strengths and build on your unique attributes.