Suppose you are the V.P. of the Acme marketing group, Ltd attending a launch party of the willow woolproof widget.

Write a marketing plan. What good is that going to do? The Add guys figure it all out. now, you know that marketing isn’t advertising but that’s not really the point. the point is that you know the value of working through the process of writing a plan. you really hope you don’t get sucked into the conversation and you try to make your way to the bar. too late! you’ve been spotted pins you down and demands, “have you ever heard of such a big waste of time?!” that’s it. now you have to answer him.