There is a systematic approach to developing great messaging. This same approach is practiced by leading companies across globe, including those which top our Fortune 100 list: Walmart, Apple, General Motors, Facebook, and others.

While it is not possible to reveal the processes and methodologies used by these leading companies in this single post, let me share with you a few proven practices.

However, what sets those most successful businesses apart is that they recognize there are two distinct customers – the external customer and the internal customer. The way you market your business internally is just as important as your external marketing function. Effectively include your internal customer, your employees will feel more valued, become more engaged, and feel empowered. They in turn will become the strongest brand ambassadors you could wish for. ​

​The annual plan is about aspirational thinking and measuring performance. It's a time to celebrate what you have done well, and to reflect on those experiences which fell a little short.  
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​The purpose of the annual plan is to align your team and everyone in the organization around a handful of priorities that keeps the company on track for financial success. Your annual plan will provide inspired focus and provide key performance measures to benchmark progress.