3 Questions a marketing plan must answer.

Most marketing plans fade away out of sight, out of mind— and out of date in a desk drawer that never sees sunlight, or buried in a folder subtitled “Ignore This.”

Why? Because written plans usually sprout from the seeds of their own demise. Such plans raise sugar plum guesstimates untethered to reality and skewed inside narratives that read like a business fairy tale.

Is there an antidote to the folderol? Yes!