Never has there been a better expression to highlight the consequence of losing sight of your goals – in business, in sport and even our own personal lives. Yet, time and again, it happens.

In business, usually, a company, product, franchise or service starts up with a clear vision of where it is going, what it offers and to whom. But over time, particularly as the market place changes and with growing pressures to improve operational efficiency as well as sales, that vision is lost.

As a result, the business increasingly becomes rudderless. This is often reflected by the business becoming too internally focused with an over emphasis on immediate sales achievements (which leads to discounting). Then, slowly to begin with, profit margins are eroded.

In short, the business is now concentrating on activities from its viewpoint, rather than the customer’s.

It is therefore essential that a clear customer driven, brand strategy exists and is adhered to at all times (and that all staff fully understand it). This strategy is then the compass that guides your business and its marketing, through the good and not so good times, in the direction that will ultimately achieve your goals.