“If you aim at nothing you will hit it every time!”
July 28, 2010
No idea who is credited with saying this, but it is a great quote which you may (or may not) have come across in a business context. It encapsulates the essence of planning and setting goals/objectives. Because if you aim for nothing that’s probably what you’ll get.
Marketing strategy is a fantastic way to start the process of aiming for “something”. Think of it in terms of that classic movie “Back to the Future”. If you could ask Doc Brown to send you one year into the future to have a meeting with yourself where you would ask “Have you done what you set out to do?” What would be your ideal answer? This is your target.
Setting objectives (goals) is important but remember SMART (Specific, Measurable, Achievable, Relevant & Time-bound). A good marketing strategy will then work backwards from this to develop the plan.
Oh, and by the way, when you throw the arrow, remember that you aim above the bullseye in order to hit it!