What if you were actually looking into the future and following a multi-year plan, not just having short-sighted reactions to immediate issues?

Year one of launch is almost always easier than the following years. You may not realize it now, but this is the honeymoon phase, with newness and inflated marketing support on your side. By year two, those have both typically faded away while competitors have simultaneously started to aggressively attack if they sense any threat, measure any evidence of success or see an untapped opportunity to grow their own sales. Plans for year two and beyond need to be developed and modified well in advance or the hard-won early momentum will quickly disappear.

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