A typical plan-on-a-page says here’s where we’re going and what we’ll do. But without a tangible path to execution, these plans often end up as a tick-the-box process. Use these three tips to ensure you have a real, pragmatic roadmap instead.

When it helps to consider what could be around the corner or coming out of left-field, there is one question you will want to ask. Read on for what it is—and what to do next.

If your team is about to create a new brand or reinvent your existing one, embrace thinking about your competition as well as your own company. It’s not about basing your future direction on theirs. But factoring them in may sharpen your strategy.

A shared vision and understanding of the process to bring it alive: The two fundamentals your people need to move forward together. This one question will shed light on whether you have alignment—and who to invest in, if the answer is “not yet.”

It’s rare to get it right straight out of the gate. So it’s risky to take your freshly born brand, messaging, product or platform and present it to your most important customers. Here’s how to protect your revenue stream while finessing your work.

Delivering customer value by aligning the intersections of business, brand and marketing can be faster and more realistic than solving silos. Here are three ways to do it.