the attainment of their loftiest goals in the future, then working back
to the present. If you can allow yourself to visualize success, the path
to it will be easier to find. Most companies see the beginning of the
path in front of them, but don't see where it leads in the distance.
Their short-sightedness gets them in trouble when change or unforeseen
circumstances occur. It even impairs their ability to function when
confronted with success.
The hardest job in the planning of marketing is seeing the target. You
must remove the shackles of insecurity and fear in order to travel to
your final destination. So you've got to think as though you've been
attaining your goals all along as you plan for your distant future. You
must see your company at its finest in 20 years in order for it to operate at
its...
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