“They had these really ambitious growth goals with no connection to reality. Two months later they’re laying people off and asking me to work less,” one of my peers told me over a steaming bowl of ramen.

It was almost a year ago that he sold his company and hired on as the acquiring company’s chief marketing officer.

“They think they can meet those goals without marketing?” I asked him.

He shook his head, “I guess. With no leads, they’re going to have to do a hell of a lot of outbound sales.”

As entrepreneurs we take on hard goals. But there still has to be a plan to bring those goals into fruition. Otherwise the goal isn’t a goal, it’s a wish.

Featured image is Zawba’a or Zoba’ah, the jinn-king of Friday. Used under public domain.