…they get punched in the face. Mike Tyson said that.
Plans are good to get your focus your in the right place. But when plans fail, and they often do, adaptability is what will get you through.
The world of marketing is changing fast and frequently. What works amazingly today will work less awesomely tomorrow, and even less the day after. You know how it goes.
The ability to think on your feet is one factor that separates the great marketers from the rest of us. Here’s what Mike Tyson says about it:
“If you’re good and your plan is working, somewhere during the duration of that, the outcome of that event you’re involved in, you’re going to get the wrath, the bad end of the stick. Let’s see how you deal with it. Normally people don’t deal with it that well.” – source