Digital marketing and strategy: How to check
Each of these checks takes under ten minutes and needs no tool and no expertise. Do them yourself rather than reading about them in a report.
The checks, in order
01 The name-swap test
Replace your company name with a competitor’s. If the document still holds, it is not about you.
02 Search for the word "not"
Scan the document for exclusions. If there are none, nobody prioritised.
03 Give the first task to whoever will do it
Whether the person doing it understands it is the only real test of executability.
04 Open it again after three months
Check how much of the plan is done. If it is under a third, the problem is the plan, not you.