Economic uncertainty affects just about everything. In our world today, we can no longer bank on a lot of things, like income prospects, business growth, windfalls and retirement plans. Because there are too many variables to consider in every decision, it’s no longer enough to have one backup plan. And because it’s natural for consumers optimize their choices, companies are even more pressured to perform better. They have to stay on top of things and do whatever they can to make their products and services even more appealing while tightening their belts and trying to keep their costs at a minimum.