Whether the launch of a new business or reinventing of an old one, there is a common misconception that you’re over the hurdle once initial goals are met. Marketing, business development and strategic planning never end. For those who reach their goal and think the hard part is over, you may just find that upward trajectory soon spiraling downward.

Let’s take the launch of a new business or a new branch. You diligently work on branding, creating your image and targeting just the right audience. When strategically implemented, it begins to work. Now you must adjust your strategy to include the next phases; reputation management, relationship building and follow through.

You said you are the best, make the best, bake the best, build the best, but now you actually have to deliver. The addition of public opinion means adjusting your strategies. Much of your marketing has now shifted to the response of the consumer not just the pursuit. Through word of mouth referrals or condemnations, the consumer will now be a part of defining who you are. One bad review or industry gossip, can scare customers, sending them looking elsewhere. Ignoring this powerful and ever changing river of opinions will be detrimental to your long term success.

Always remember, Marketing and Business Development are fluid. With eyes and ears wide open, you will be able to make necessary strategic adjustments, reactions and inferences to help that upward mobility continue North!