Even if you have the best plan, "no plan survives contact with the enemy" as the Prussian army learned in 1806.

Execution matters. It means performing at the highest levels, making sure the details are correct and the actions align with the outcome.

Marketing will never be a static effort. It's a field of constant change that requires constant attention. This means that on top of a flawless performance, you need to be nimble to respond to the ever-changing landscape on the ground.

This is the way.

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