Matt Webber is an experienced personal finance writer, researcher, and editor. He has published widely on personal finance, marketing, and the impact of technology on contemporary arts and culture.

Opinions expressed by Entrepreneur contributors are their own. Embarking on a marketing campaign without a solid strategy is like trying to find a destination without directions or a map to guide you.

In my years as a corporate leader, there seemed to be an emphasis on simply cascading business objectives. Not sharing the rationale or purpose behind them. Not describing the big picture. It was cut ...