chapter  6
33 Pages

We know that real companies are not entirely rational

Rationality is the recognition of the fact that nothing can alter the truth and nothing can take precedence over that act of perceiving it.

(Ayn Rand)

Humankind cannot stand very much reality. (T. S. Eliot)

We are on a mission here. We are trying to make ourselves better at adifficult but crucial businessprocess called strategicmarketingplanning. It isdifficult because it involvesaligningonecomplexentity (our organization) to another (the market). This is not a simple problem. Aheart transplant is a better analogy than a jigsawpuzzle. It is crucial for two reasons. First, from our marketing strategy flow most of our other business decisions and hence our organizational effectiveness. Secondly, althoughwe canget help inmarketing strategy, wemust do it ourselves and, unlike most other management processes, we can’t outsource the process.