Many small time wannabe marketers who write marketing, advertising and sleazy sales books will have you believe that the over all marketing plan is the quintessential reason for success or failure in your business. Indeed business plans and marketing plans are of value but before you start a business you have no idea where it will take you.

As an entrepreneur you may plan to have a certain market mix and then find the customers are leading you a different way, as they want to buy something else and more of it than less.

You cannot fight the flow of such things and you would be ignorant to try, that is if it is profitable to deliver what those customers are lining up for. Many marketing self-proclaimed consults will tell you that;