As a marketer, you have carefully established plans. But are you ready for when things don’t go as planned?
Our son, Caleb, was born last weekend, but we expected him more than a week earlier. Although births are rarely predictable, we had attempted to plan, and our plans were completely thrown off.
As marketers, things often don’t go as we expect. You can develop Plans A through Z, but you will never have a plan for every possible development.
If the only constant is change, why does change so often take us by surprise?