Your business doesn’t exist in a vacuum. There will always be external forces pushing on your bottom line — both upwards and downwards. A strong economy drives a sustained boost in demand for your solution. Nice. A change in your closest competitor’s lead generation strategy drives an acute drop in opportunities for your sales team. Yikes.
It’s important to understand what you can and can’t control. And it’s equally important to differentiate between I can’t control this and I couldn’t have...