Are You Planning for a Reverse Waterfall?

Marketing expert says it's important to get realistic about the target that you're signing up for and marketing. One of the biggest mistakes i've made in my career is thinking that these plans thatwe're goin to put together are set in concrete, he adds. But what you don't want to do at this point in your year is just be a little bit more specific on tactics than you would have been if you were starting from scratch.