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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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Chapter 1. A Desired Result

I’ve seen, and I bet you have too, many people setting out on a new project or initiative with no clear idea of what they’re seeking to achieve. Companies often set themselves vague targets such as “growth”, “success” or “improvement” without properly defining what these mean. If your company has a goal which states something along the lines of either “World Class”, “Best in the Industry”, “Market Leader”, “No. 1”, “Upper Quartile” or some other similar, largely meaningless term, then you need to get much more detailed. Because if you’ve no idea where you’re headed then how will you know when you get there?

 

“Would you tell me, please, which way I ought to go from here?

“That depends a good deal on where you want to get ...

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