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 what your sales are going to be and what you need to do to achieve them (most of business has elements of inspired guessing involved) . . . make sure the plan you aim to achieve looks ‘realistic’.
Don’t try and fight above your weight, which could prove futile and painful. This doesn’t mean to say you shouldn’t be ambitious and try hard to beat your forecasts. Just don’t overcook them. You’ll regret it if you do.
So, decide who you are ...
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