Earl Nightingale once said that “success is the progressive realization of a worthy goal or ideal.” It is intuitive, then, that to achieve success, we must begin with a specific destination in mind. In marketing, a lack of defined objectives can doom a strategy before it even begins to unfold. It’s understandable why this happens — we’re churning out content or...

Churchill once said, “Plans are of little importance but planning is essential.” Eisenhower had a similar thought on the matter: “Planning is everything. The plan is nothing.” Both quotes, each a bit befuddling on the surface (perhaps by design), mean the same thing: The act of creating the plan is more important than the plan itself because plans are destined...