El Salvador has a serious brand dilemma. The country boasts astounding natural beauty, among the most important Mayan archeological sites in the region, the best roads in Central America, a hydroelectric power grid, and a modern, cultured capital in San Salvador. However, tourists who would love what El Salvador has to offer stay away in droves.

Everything has changed. Nothing has changed. To paraphrase Charles Dickens, These are the best of times. These are the worst of times. in the most important ways we are out of the recession. The vast majority of businesses no longer use the economy as an excuse for standing still. Most businesses now understand that they have to do something different if they don’t want to join the 200,000 businesses that went belly up in 2009. Seth Godin in his new book, Linchpin- Are you indispensable? makes a compelling argument that the only form of job security in the new economy is being someone who cannot be replaced because their contribution is unique and invaluable. While it is essential that we encourage linchpins to help build the new sustainable economy, we need a linchpin organization for them to work in and grow with. Linchpin businesses are indispensable to their customers, employees, investors, and external business partners. They promote a product or customer experience that cannot be measured in dollars. What they offer in the marketplace becomes an essential part of our lives. Think about Google, Apple, National Public Radio, The New York Times, Netflix, the compassionate and responsive primary care physician, an accountant who really knows your business. There probably are not enough Linchpin companies in our life.

On my first trip to El Salvador in November of 2009, I was told that the country was a huge sinkhole of poverty- the remains of years of natural disasters and war. Besides cheap, reliable labor and great surfing, there was little else, said my colleague. I am so glad to have discovered a different view – glad they were wrong, and glad I didn’t listen to the dismal picture that was painted. Instead, I let the Opportunity that is El Salvador, show through it all.

The rules of business have changed forever. Change is faster and more radical than ever. Competition is greater and coming from places we never expected. Our government is in gridlock now and unless we change the rules, we will be stuck in neutral for years to come. Those of us who work in business and nonprofit organizations must lead the way to sustainable growth. We need to have a say, to make a difference. If our vote at the ballot box is not all that we want it to be we can vote in other ways. We can vote by the jobs we choose, the way we do those jobs, how and where we spend our money, and by starting and growing businesses and organizations that do well by doing good.