It doesn’t have to be set in stone, it just has to be set in place. Not changing your strategy simply because you’re used to the one you have is a crummy strategy. You may be able to “temporarily” get away with the same o’l worn out, antique strategy you’ve used before, but those days are waning…better said, your results will continue to decline. I think before you launch the new site, release the new record, publish the new book or pitch the next big project, be sure you have an intelligent, progressive strategy in place. Because if a solid plan defines the goal, a smart strategy provides the map to get there.

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