"If you don't know where you're going, you might end up somewhere else."
- Casey Stengel
In my life's journey I have learnt that it is our individual philosophy, attitude and belief that shape who/what we aspire to be and that our aspirations shape who/what we become - in essence "Life is a self fulfilling prophecy".
A marketing plan with a poor philosophy, poor attitude and poor self belief is a plan for meritocracy at best.
To succeed in business you need a good plan, a good philosophy, a good attitude and a good measure of self belief.