If you fail to plan, then you plan to fail. Period. This episode discusses the fundamental elements of planning that must be done in the early phases of a business, the lack of which inevitably leads to failure. However, it's not just dooms-day sooth-saying, it contains unique strategies that help the entrepreneur better position a business to thrill customers and achieve a greater following … it provides a template for defining ideal customers and leveraging their ideas to test products and markets … and it wraps all these efforts into a cohesive strategy that is fun to produce and easy to maintain going forward. "Voice of the Customer", a Unique Business Identity, and a Unique Sales Proposition all combine with earlier discussions to begin forming a powerful foundation.