Reality Check...

To survive difficult times, and more so, to thrive -- it is a must
that you face the realities of the times.

"The number one impediment to cultural change in large
organizations is a lack of urgency fostered by too much
historical success." - John P. Kotter

Notice? The marketplace is not what it used to be. To do more
of the same routine activities that made you successful in the
past will make you obsolete. To do exactly what competition is
doing will not give you the needed competitive edge. To use your
past performance as your benchmark will make you a history in
the marketing world. Companies must overcome the paradigm
of doing things based on past behaviors and past successes.
Past actions are based on their best knowledge in dealing with
the circumstances present at that time. In thinking about the
future, companies must make the changes today to create the
business of the future.

Challenging times are always around us. Crisis is like a double
bladed weapon. It becomes a danger or an opportunity. Every
crisis situation presents an equal opportunity. Economic
slowdowns come and go, hence, preparedness is a virtue.

"The important things of tomorrow are probably going to be
things that are overlooked today." - Andrew S. Grove

Realize that there's not just the 4 Ps of the marketing mix but
there's also the 4 Ms of the new economy: men (people, human
asset), money (resource allocations, budgets), machines
(hardware), and materials (software).

The course your company takes tomorrow depends on the
choices you made today. Thus, understand that developing a
sustainable competitive advantage is not enough, you have to
keep on inventing new advantages.

There are no short cuts to success so do not try making short
cuts to your marketing plan. Figure out how to develop it in order
to achieve desired organizational goals. Be ahead of schedule.
Aim to be better and faster than rivals. Grab competitors' market
share and move target customers to your side, then you will know
that the smoke is just about to set a lovely fire.

Now get people moving in your camp.

Take note...
"For an effective reality check: Hire someone different from you."