Have you ever gone to eat something or drink something and it tastes funny or the texture is off? You go, "Ick" or "eeew", and then you look at the label and you were supposed to shake it or mix it well. Your marketing plan requires a mixture too, for your sales and profitability to be successful and for you to reach your goals.

Frequently I am in an Insight session with a client and I ask, "Are you doing X, Y, Z, W..." and so on and they look at me with either shock, frustration or a "really?...

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