You will often hear how important it is to have a marketing plan for your business, and to stick to it, but this article by Sara Drawwater suggests that that's not always necessarily the case.

Namely, while having a plan can be useful, in terms of knowing what your ideal outcomes are and how to get there, it can also be a waste of time.

For a plan to be useful it has to feel active and achievable, otherwise it'll end up forgotten in a drawer.

Rather than writing a 25 page document, I would recommend spending a few minutes every week remembering, or reassessing, what your goals are, and giving yourself a few action points to take care of. That way, you regularly keep an eye on the bigger picture, while not letting the creating of a plan disrupt your day-to-day without cause.