It’s been said over and over again. But it’s worth reiterating. Whenever you start a new endeavor, whether it’s a marketing campaign, a new product launch, or opening a new business, it’s essential that you begin with identifying your goals. What are you trying to accomplish? What does success look/sound/feel like? Look beyond the metrics. What would “increasing sales by 15%” mean for your company? What would it mean for your employees? What would it mean to you personally? Yeah, I know it sounds like psycho-babble. But trust me, envisioning what your successful outcome is at the outset will dramatically change what you do to get there. You’ll reach farther, push harder, strive for more.