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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Appendix . Making your HEMP come alive

I hate ideas that remain ideas. They must fly or die in my book. Better to have made a conscious decision not to proceed with an idea than to leave it in that part of the mind labelled “maybe one day” which sits next to its elder cousin “if only”.

I’ve been told that as much as 80% of thought is recurring. If this is true it’s hardly surprising we have such little genuine thinking time. Waking up in the middle of the night is the mind’s way of trying to make itself heard above all the clutter, but is rarely helpful. Writing your HEMP will at least help you sleep better! Having done this, you can then get on with making it happen.

I strongly believe that the most powerful human resources are volunteers. I’ve ...

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