Seth Godin has identified flexibility as an important element in your marketing, business and personal plans because:
I would argue that it MIGHT turn out the way you planned, but the path will be very very different from the one you had first designed or expected. If you don't plan for change, it can take you by surprise and cost you time, money, anger and frustration, and thwart success.
It's for exactly this reason that I am enthusiastic about scenario planning in order to prepare for future…it enables you to see the warning signs and react…..before you and your business are in the middle of a crisis.
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