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Define and Defend the Commander’s Intent

In this episode...

If you want real improvement for your business, learning to define your objectives in a manner that overcomes any barrier is the most compact change you can make.

Learn how to make sure your marketing team is aiming at the same target while simultaneously creating an unshakeable directive that creates an efficient, successful marketing environment.

In the heat of battle, plans and deliverables may have to change, but the objective must not. There is a galactic-sized difference between deliverables and objectives or results. Deliverables are akin to checking tasks off a list. When all the tasks are complete (or deliverables are handed over), there is an expectation that some sort of improvement for the business will ensue.

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