February 19: Measure

Carpenters have an expression "measure twice cut once." It may seem like you are saving time, but in the long run it takes more time, effort and money to fix a cutting mistake than to re-measure.

Usually when I meet with a client they want a new website, brochure or ad campaign. When I start asking questions about their competitive advantage, or an explanation of what they do in a sentence I get blank stares.

To throw money at marketing and advertising without first doing some measuring is a waste. A little bit of planning makes a huge difference.

How do you measure your market?