Burying your head in the sand, particularly during a crisis, is never a strategy that is recommended in the world of business, as now more than ever, companies are forced to be creative and forward-thinking in the face of economic hardships. And not only is it possible to survive a recession, but thrive during one as well.

Rich Karlgaard, publisher of Forbes, argues that the companies who have done well in past depressions – Intel, Xerox, IBM, Sun Microsystems – all benefited from design, speed and purpose as a means to overcome the bad business models that have felled so many others.  Karlgaard writes, “Beauty transcends cultural difference, and speed is really supply chain excellence.” Purpose is essentially a focused mission statement, and something that company leaders should spend some considerable thought on as it shapes one’s entire business operation (think Microsoft or Whole Foods).

Author Sylvia Anne Hewlett speaks to Forbes.com about loyalty and engagement in the workplace, two factors that have enormous impact on business efficiency. She quotes Mona Lau, group head of diversity and campus recruiting at UBS, who says, “In tough times, it’s easy for even the most dedicated to lose energy and second-guess their direction.You’ve got to get people to remember why they joined the organization in the first place.”

Whether its the Friday afternoon tea time started by Google, or sharing a quarterly success story with the entire staff, company leaders are responsible for trickle-down optimism. By affirming belief in the company and its goals, you give employees a reason for why they should take risks and work harder with less prospect of reward in crunch time.

IBM recently conducted a study of 61 major companies to determine what sets them apart as winners. “First, they focus on cost value without sacrificing long-term goals; second, they exploit opportunities unique to the downturn; third, they act quickly, with an agility that lets them keep pace with rapid changes in the business environment.” Essentially, a company must keep an eye on growth while conserving capital – investors might look to emerging markets overseas, for example, or to existing fields that show promise, if not guaranteed success (telemedicine is one sector that comes to mind). Another key element is turning information into insight, as it takes an astute leadership to turn data into tangible details.

So, business as usual? Not for the winning companies who learn to adapt now and secure a strong future. With the recession transforming the landscape of business the way we’re seeing today, successful companies pursue avenues that, as unorthodox or unimportant as they may seem now, are fundamental in the continued health of an organization.