There’s no virtue in pretending you can do more than is feasible. Examine the limitations of your budget, resources, production capacity and the appeal of your offering. Then, when you decide, forecast or guess (most of business has elements of inspired guessing involved) what your sales are going to be and what you need to do to achieve them, make sure the plan you aim to achieve looks ‘realistic’.

This doesn’t mean to say you shouldn’t be ambitious and try hard to beat your forecasts. Just don’t overcook it. You’ll regret it if you do.


Get Brilliant Marketing, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.