I've seen hundreds of ambitious marketing plans:

- "We'll create a new category"

- "We'll launch 4 channels at the same time"

- "We're not a SaaS, we're an all-in-one advisor"

And I understand the point, it's good to have a vision.

But the best brands out there have realistic marketing plans.

- They know what plan they can afford.

- They stick to the plan (even when it's hard).

So here's the process:

1. Come up with a realistic (and clear) plan

2. Stick to it for a long period of time

Those 2 steps put you ahead of a lot of marketing "plans".