The one thing that’s certain about your marketing plan, your products, hey, even your life is that it won’t turn out the way you planned.

Given this proven truth, doesn’t it make sense to spend most of your time building flexibility into whatever you’re building?

It’s a lot easier to change your mind in advance… doing it when you have to is painful–especially if you have to persuade a team. The most flexible plans have the need (and ability) to change built right in.