We’re in the midst of the 22^nd recession since 1900, and so far it’s been an ugly one. And while the rate of job losses has recently slowed, many companies are still in retreat – freezing salaries, raising health-care premiums, and eliminating training programs.

If you’re a linchpin, this is an incredible opportunity.

I was privileged to attend the book launch in New York City. During the presentation, I learned that the original title of the book was The Chef, The Cook, and The Dishwasher.

In a restaurant, the dishwasher is clearly the lowest job available. Someone will always have to fill this kind of role, but that someone doesn’t have to be you.

The cook follows a recipe – make a particular dish one way, every time. Everyone can follow instructions, so it should come as no surprise that there are a surplus of people available to perform these jobs. And since a cook doesn’t create any real value, they have little hope of making more than an average living.

The chef is different altogether. A chef may be aware of recipes, but chooses not to follow them. Which means that unlike the cook, her best work is completely unknown. By creating instead of following, she turns her work into art.

In the post-industrial age, the artist is the one in demand. Linchpin is the type of book that will push you down this path. It goes on sale today (January 26th). I hope that you’ll pick up a copy – it is by far Godin’s best yet.

Consider the following fable:

There was once a farmer who had a strong, hard-working horse. This horse could plough fields all day and carry heavy loads. The farmer’s neighbors, who did not have such a prized animal, often said to him, “You’re so lucky to have that horse.”

The farmer, going about his work, simply replied, “Maybe, maybe not.”

One day, his horse ran away. The farmer’s neighbors said to him, “This is such bad news. You’re so unlucky that your horse ran away.” The man just said, “Maybe, maybe not.”

Not long afterwards, the farmer’s horse came back with ten mares, all strong, fit and healthy. The farmer’s neighbors gasped and said, “You’re so lucky to now have 11 strong horses to work on your farm!”

The farmer simply replied, “Maybe, maybe not.”

Unexpectedly, one of the horses kicked the man’s only son, breaking both his legs.

When the farmer’s neighbors heard this, they said, “This is such bad news! You are so unlucky.” The farmer just said, “Maybe, maybe not.”

The country went to war, and every able-bodied young man was drafted to fight. The war was terrible and killed every young man, but the farmer’s son was spared, since his broken legs prevented him from being drafted.

The farmer’s neighbors, whose sons had all been drafted into the terrible war, cried out to the farmer, “Oh, you are so lucky that your son did not have to go to war!”

The farmer, while hugging his son, simply replied, “Maybe, maybe not.”

Why do so many people tend to think that when a particular event occurs, there should a universal reaction to that event?

Change in life and business is constant. Some people get this; many do not. From my perspective, the path to winning starts with how you frame the problems thrown your way.