A great marketing plan identifies where an organisation is, where it wants to be and how it will get there. Most companies think they already have such a plan - but often they really only have a budget, a sales goal or an excuse. According to Kurnit and Lance, it's not about copying someone else's cookie-cutter plan or retreading one's own plan from years past. There's a far more effective option: harnessing the company's own internal brain trust to create something fresh and perfectly tailored. Filled with advice, this is a small but powerful tool.
Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partnersand creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.