However, what sets those most successful businesses apart is that they recognize there are two distinct customers – the external customer and the internal customer. The way you market your business internally is just as important as your external marketing function. Effectively include your internal customer, your employees will feel more valued, become more engaged, and feel empowered. They in turn will become the strongest brand ambassadors you could wish for. ​​

The annual plan is about aspirational thinking and measuring performance. It's a time to celebrate what you have done well, and to reflect on those experiences which fell a little short.  
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​The purpose of the annual plan is to align your team and everyone in the organization around a handful of priorities that keeps the company on track for financial success. Your annual plan will provide inspired focus and provide key performance measures to benchmark progress.

This is a realization many company leaders are slow to accept.
For leaders faced with the challenge of transforming their organization’s culture, it prompts the question, are you an operations-driven or market-driven leader? In other words, are you the type of leader whose focus is on the here and now, or are you thinking about the requirements to create a lasting and sustainable competitive advantage?