Month: July 2017

Using forecasts and scenarios in strategic planning

One of the biggest travesties to me in strategic planning – yes, I know I’m being dramatic – is that companies do not incorporate economic forecasts and scenarios into their strategic plans. I don’t count mentioning the outlook in the background section when you’re setting the tone for the rest of your plans. To me, …

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Defining your target market with precision

Do you find that when you’re asked to identify your target market, you respond with something like ‘millennials’ or ‘people living in this area’ or ‘young families’? That’s specific, right? But yet when you place your ad – which everyone agrees is fabulous – in the media outlet that your target market is exposed to, …

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