Successful business owners, CEOs, and managers typically agree that in the business world, failing to plan is planning to fail. They are determined to move their businesses forward and have, at the very least, a general plan of attack. While they may not be completely confident in some of the specific strategies selected, they are committed to staying the course and doing what it takes to reach goals.

Unfortunately, what many professionals find out after the fact is that true commitment to growth is not just a mindset. It involves incorporating specific elements into the overall business plan that will make ideas come to life. Consider the following to ensure that you have the right plan for success.

As with any journey, youve got to know your final destination before you head out. Make sure that your plan, and every aspect of your plan, is created, with the end in mind. As a leader, you need to be the visionary that uses tried-and-true techniques to turn dreams into reality. Take a day, go away, and put your dreams on paper. Write out exactly what you want your business to look like, feel like, and do for you. Write out your specific financial goals, and determine the resources (time and money) that you are willing to allocate.

Once on paper, reassess your vision to ensure that it is attainable. (Even if you are confident that it is!) Defend your vision on paper. Write out why the vision is realistic and how it will fit in with your values and culture. You may find that you have questions that need to be addressed before you are able to do this. Take the time to explore the answers. Also, run your vision and concepts by professional peers, consultants, and/or family/friends. An outside perspective can offer extremely valuable information and insight.

When this process is complete, you will have a concrete vision that you can communicate to your team. Each team member needs to understand the vision and their role in making this vision come to life. Everyone needs to understand that while, your company will be firmly grounded in taking care of the business as it is today, each member will be required to always keep one foot in the future.

With your team on board, together you can determine the specific goals and resources that will be needed to achieve these goals. The key word here is specific. For instance, if you indicate that in order to achieve your vision, you need to grow the sales department by 10% each year, it must be clear what exact strategies are needed to make that happen. For example, goals will be met by 1) adding two additional sales representatives, 2) offering training to increase effectiveness of sales calls and closing techniques, 3) tracking daily inquiries and sales calls, and 4) developing incentives based upon successful inquiry conversion rates.

At the beginning of a journey, energy levels and momentum are high. Unfortunately, human nature kicks in, and team members start to realize that in order to reach goals change will be necessary. Resistance occurs, barriers go up, and your clear vision becomes harder to see.

Change-resistance is human nature. Change is stressful and takes us out of our comfort zone. But, change means survival in the business world. Your past efforts should be seen as a guide rather than the answer for future success. And, the best time to change is when you dont have to! Be proactive and make sure you are being driven by your own progressive goals and dreams and not pushed by external forces. The market around you is changing constantly, and youve got to stay on top of it or your company is destined for mediocrity at bestfailure at worst.

Incorporate the issue of change into your business plan. Open lines of communication; discuss changes that will be occurring and how everyone will benefit from these changes. Discuss change itself and how it is natural to resist it and to fear the unknown. Discuss how your organization will be one that embraces change and is dedicated to growth. You will find that instead of jumping ship, your crew will begin to become even more loyal as you weather the seas of change together and begin to see progress.

Finally, in order to truly commit to business growth, your organization as a whole must become one that understands and values marketing action. It may help to first understand that marketing is not something you can avoid or choose not to be involved with. Nor is it one action, such as advertising or sales. Marketing is the entire business of doing business. It is all action, both minor and major, that directly affects profitability. If your customer or prospect sees, hears, feels, or touches itits marketing! Your team needs to understand that your action, or inaction, in this area means success or failure for your organization.

Prompt action by creating a marketing plan that supports your business plan. First, include how you will position your company, products, and services. Determine how you will communicate to your targets how they will benefit from using you or your product. Why should you be selected over others? This message can formulate the base for the areas needed to promote your product: advertising, public/community relations, Web/Internet marketing, and direct sales/service campaigns. Include what action is needed within each marketing strategy area, and commit to its completion. Marketing action should be seen as an investment, with each action bringing you closer to reaching your growth goals.

Business growth should be seen as a journey, with your plan being your roadmap to success. But, as business failure statistics show us, the road ahead is not always so smooth. Start with the end in mind; write down your visions/goals, and open communication lines with your team. Become an organization that embraces change and accepts that, oddly enough, change is the only thing in the business world that is constant. And, develop and follow a marketing plan of action that will work hand-in-hand with your business plan. Following the right plan equals commitment to growth and success for your business.