If you’ve ever set a goal for fitness, you know how hard it can be to stay with it and keep it top of mind. Businesses are no different from people in this respect. We may have fun creating goals, but not so much fun getting everyone working toward them. That’s why we have to build a collective vision. We have to make sure everyone understands our business goals and has their own criteria for supporting them.

A collective vision delivers an additional benefit as well. Today, brands are under pressure to break ...

Get Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing now with the O’Reilly learning platform.

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