Why New Year's Resolutions and Annual Marketing Plans Don't Work

The video discusses the ineffectiveness of annual marketing plans, likening them to New Year's resolutions that often fail due to lack of follow-up. It suggests creating adaptable, living documents that evolve with changing circumstances. Regular check-ins, ideally on a weekly basis, are recommended to ensure goals are met and adjustments are made as needed. This approach allows for more frequent measurement and better outcomes.

Describe the concept of a 'living, breathing document' in the context of marketing plans.

What approach is suggested for measuring progress towards marketing goals?