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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 18 Key steps in creating a plan – the science of marketing

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.

brilliant tip

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