As I was reading the Boston Globe's analysis of the upcoming baseball winter meetings about to begin tomorrow, it struck me that the same issues that confront the Red Sox or any other baseball team also pose fundamental questions for any business.  Do we sacrifice our future for short-term success?  Do we spend now and pay for it later?  These are good questions that need to be asked and answered.  The title of the Globe piece provides a clue to the correct answer-"Staying Balanced a Big Deal".  Proper perspective is key to making good marketing decisions as well as evaluating organizational talent and goals.  It's also crucial to remain dispassionate and ensure that the organizational mission is compatible with future goals. 

Essentially, marketing is about aligning your organization's goals with the needs of your particular market.  If the organization and those that represent it have integrity and are trustworthy, the marketing program succeeds. In the end, it boils down to building good relationships and knowing your market.