The president and founder of a former employer, and my supervisor at the time, shared a philosophy that still guides me today. He observed that “opportunity” does not ride down Main Street on a white horse for all to see. More often, it rears its “ugly” head during difficult times, disguised as a business problem or marketing challenge.

Marketing professionals know the key forces in the macro environment that can negatively affect a well-thought out marketing plan. We cannot control changes… [more]