When you start talking about strategy, business plans and marketing plans it can seem overwhelming.

But what are you really talking about?

You are talking about the purpose of your business. Why does your business exist?

Then, each action you take in your business must have a purpose that supports the overall purpose of your business.

So when you buy an advertisement in a magazine, you have to ask yourself, “Does this ad spend contribute to the purpose of our business?”

Now if your business is a for-profit business, the obvious purpose of your business is going to be to create wealth and security for the owners and employees. Seems obvious, right?

But think about all the problems going on today. Most of those problems were created by over reaching and over spending. Some companies were buying things because their competitors were, others were looking at short term wealth creation at the expense of long term wealth creation.

In every instance, ask yourself what the purpose of your action is. How does it contribute to purpose of the business? If it is not crystal clear, it probably is not something that you should be doing