Have a nice trip next fall

In marketing, planning is an on-going process. It’s a controlled fall, the same way that walking is an on-going, controlled fall. You lean forward; take a step forward; prevent yourself from falling on your face. You know you want to go in a certain direction and get to a certain point in space, so you fall towards that goal, one foot in front of the other, until you arrive. And here are the footprints of an effective marketing program: plan/re-plan – plan/re-plan – plan/re-plan. It’s like walking downstairs. It’s easy when you break the journey into strategic steps. Without a structure for planning and re-planning, you’ll end up on the concrete with a broken leg. 


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