Chapter 3. What are the Consequences?

Once your plan starts to be implemented it will have consequences. And these are potentially both positive and negative. Try asking the production director of a busy factory how he feels about the new plan to double the sales of the most difficult to construct product the company makes, which has the highest amount of rejects, within three months. The enthusiasm might not be shared!

Many people only look at the upside of their plan and don’t consider the possible negative impact. This is why so many marketing plans fail at the first signs of anything going wrong, or even just deviating from the original projection.

Let’s look at the positives first. You’ve already established a realistic value for your desired ...

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