Change the plan but never the goal!


Can you believe Just 1% of the population write down their goals and REVIEW THEM!  – That 1% are among the highest achieving people in the population!!! 

Last year I wrote a blog on Business Goals  and how important it is to have goals to give the business direction and help measure results. Setting goals is a simple way to measure how successful your business has been. However, to be successful—and stay successful—it’s crucial for your business to adapt its products / services in response to market demand. For some businesses, this means highlighting what differentiates them from competitors, or even offering additional benefits with their products / services in order to stand out. For others, it means developing completely new products or services.

The Goal Setting is actually the easy part, it’s then difficult not to get wrapped up in what you want to achieve and forget the key is to plan the steps that are needed along the way. By writing out the steps needed or putting an action plan in place you can cross out actions as they are completed and realise that you are making progress towards smashing the goals!

Once I have set goals for the year I then turn to putting my plan in place. My Action plan is actually my Marketing Plan. The marketing plan sets clear steps or actions that need to be carried out in order to achieve those goals. Your plan can also include strategies and be used to set out the steps for launching a new product or service and revamping current marketing strategies for existing products or services.

A marketing plan should be based on long term goals too, such as where you want the company to be at some point in the future. These are some of the key areas that companies need to incluntitled-design-6ude when developing a marketing plan:

  • Market research
  • Competition
  • Market plan strategies
  • Marketing plan budget
  • Marketing goals
  • Reviewing the marketing plan results

By researching markets, competition, and determining the companies unique selling points, the business is in a much better position to promote and sell its products or services.

By implementing goals for the marketing plan, the business can gauge whether efforts are generating results through ongoing review and evaluation.

It’s crucial to remember that you will come across opposition and obstacles which will try to take you off course. Keep committed to your goals regardless of setbacks and challenges, it will also help to stay determined and positive about what you can achieve – surround yourself with people of a similar mind set who also believe in you!  Through tracking and analysing progress you will be able to see what is not working and areas where results are not being achieved, don’t be defeated, it just means that steps need adjusting.

images-3For example –  A pilot on a plane travelling from London to Inverness knows the overall speed, direction and altitude that the plane needs to travel at. Due to turbulence the pilot is forced to change course – taking the plane higher or lower in order to avoid the storm. The pilot had to adjust the route in order to land the plane in Inverness, but it still landed at the original destination!


“When it is obvious that the goals cannot be reached, don’t adjust the goals, adjust the action steps.” confucius  

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