You know the definition of insanity.

Same thing, over and over, different outcome.

So why is it, that so many marketers open up last years marketing plan and use that as the basis to create their plans for next year?

Stop it.

Immediately.

I challenge you to start a new year with a blank sheet of paper.

If you don't, you'll end up with more of the same. Small tweaks, micro enhancements to your programs of work, which is fine, if that's what you want.

But come on, I can't recall the last time I sat with a group of executives who asked me for a little more of the same "but just a bit better".

It's time to think differently.

It's time to challenge yourself and your team on a plan that shouts from the rooftops. It's time to put a plan in front of your leadership team that screams "this is the absolute best work we can do". And if you're looking at your plan and it doesn't get you excited about the year you have ahead, you have more planning work to put in!

Here are the boxes you need to tick.

When I've felt great about strategies, and delivered successful plans to executives, these are the questions I have asked myself:

• Are we thinking radically different?

• Are we dominating in areas that matter to our category?

• Do we understand the metrics and the business and clearly articulate it throughout?

• Are we thinking entrepreneurially?

• Are we telling the story like Hemmingway?

So, take last years plan, ensure you learn from it. Now wipe it clean and create your new plan for a whole new year. It's hard work, but trust me, there's brilliance in that blank canvas.