“The general who wins the battle makes many calculations in his temple before the battle is fought. The general who loses makes but few calculations beforehand.”  – Sun Tzu, The Art of War

We use evaluation tools to create a clear understanding of how marketing must support a company’s business goals before we ever develop Strategies and Plans to achieve those goals. It’s analogous to buying a first class airline ticket from LA to NY when, with a little analysis of the situation, you realize the goal can be met with a bus ride to Bakersfield. While the plane trip feels right and the flight is enjoyable, you’re headed in the wrong direction without understanding why you’re going there in the first place.

We believe marketing by itself is not enough…