There’s a great song by the Freddy Jones Band called ‘Take the Time’ that should be the theme song for every professional. Even those of us who manage to cobble together a strategic plan/ marketing plan tend to throw it out the window just as soon client business gets the better of us. Not that billable clients are a bad thing, mind you, we just don’t take the time to look ahead.

But even as we are servicing our clients, even when we get those terrific phone calls asking us to take on new business, we ought to think back to our strategic plan. Keep a copy on your desk. Write down your goals (measurable goals) and put them on the wall. Put them on the wall in the break room. Put them in the conference room.

New business is good. Strategic new business is better. As the song goes, ‘Take the time to look in front of you…’