Yesterday, I talked about how Ryanair was quick to capitalize on Liz Truss’ quick departure from the UK prime minister position.

But, not everyone is that quick!

Shortly after Liz became Britain’s premier, HarperCollins decided to publish a book about her rise to power.

The book was scheduled to be published on Dec 08, 2022, but on Oct 20, 2022, Liz quit while the authors were still writing the book about her. 

This caused them to have to tweak the title, add an additional chapter at the end, move up the publishing date, and make a bunch of other changes.

This disaster highlighted the need for backup plans. 

Likewise, since most marketing plans, campaigns, and efforts will fail, marketers must always have a backup plan at hand. 

Or three!