Why your business plan needs a hero

We’ve all done our share of business planning. And, sometimes, it’s been a mix of boredom and bullshit: “I was already doing that anyway,” or “I’ll be long gone before I have to deliver that one!” But when you, dear customer marketer, are at the top table and vying for serious new budget to do transformational things for your customers, you’ve got to have a great plan. A great plan that no one can rip the guts out of. A great plan that people will