Very few people have the luxury of being a totally free spirit… although wouldn’t that be fun? Most of us need structure and planning to get through the day—and to be able to (hopefully) cross a ton of stuff off the always-growing to-do list.
In marketing, building structure and strategy isn’t a fully linear process (as much as we’d like that to be true). Things come up that force reassessment, redirection. That said, there are key steps that can help make creating strategy a more efficient and effective exercise.