"Not all goals are created equal, and the biggest mistake in strategic planning is trying to do everything all in the first month or quarter of an annual plan. The best plans focus on what truly moves the needle, whether that’s driving revenue, strengthening customer loyalty, or expanding household penetration. Prioritization is about making difficult choices — if everything is important, nothing is.”

— Aliza Levinsky, Global Director of Digital Shelf Excellence and Ecommerce Analytics, Colgate-Palmolive Company