Results, results, results. More reports, more results. Well what happens if you decide to go out on a limb and try something really new in your marketing plan. And it fails. No, it flops…miserably. Lucky for you, it’s your business so you’re actually accountable for your own failure. And believe it or not, that’s a good thing! The key here, though, is… did you put this idea in place with a way of tracking the results, good or bad? Did you create systems to measure why this new product failed? Was it because your target list was made up of the wrong type of customers? Did you not advertise the product enough? Maybe you advertised in the wrong places so there was no response because you were reaching out to the incorrect market? Whatever the reason, if you have ways to measure your failures, you have actually succeeded! Because the next time around, you’ll have a new way to promote your product to your customers – one that’s completely different than the previous. It’s OK to throw out something that doesn’t fit. Just make sure you know why the fit was wrong before buying a replacement.