Why you can't follow a marketing plan

Hey Reader, Confession time: I can't think in straight lines. I really can't. I don't know what it is but I always see options, connections and loops. My friends already know that "I want options" for anything. That's also how I work with clients: I look across their business, their tech, their content and their audience and see options, pieces missing, things that could connect. Why someone else's exact plan rarely works A lot of marketing is taught as a plan to follow. Do this, then this,...