In his book, On Writing, Stephen King wrote…
When you write a book, you spend day after day scanning and identifying the trees. When you're done, you have to step back and look at the forest.
In writing, the process of “stepping back to look at the forest” is the editing process. Cutting, rewriting, polishing the prose until it gleams like a skillfully cut diamond in the shining sun.
In business, like in writing, you get up each day … chop down trees … put out fires, text, tweet, post, and stem the never-ending tide of email.
So many business owners are caught up dealing with the trees, they never take a step back to see if the forest is growing or slowly being cut down to nothing.
The result for many businesses is a patch-work quilt marketing process slapped together with little cohesiveness, or forethought.